Appleton International Airport: Driving Awareness of Routes and Increasing Bookings
One airport that has been able to positively impact their revenue thanks to engaging swing travelers is Appleton International Airport (ATW). This small, nonprimary airport in Wisconsin, United States came to us after rebranding and adding new routes. They were looking to raise awareness of their routes and increase their volume of bookings of specific routes to southern cities in the United States.
By partnering with us, ATW was able to target travel searchers by their origin and destination, and effectively connect with the right audience at the right time. They strategically placed ads on multiple pages across select sites, targeting users in Appleton, Green Bay, Wausau-Rhinelander, and the Milwaukee metropolitan areas who were traveling to Las Vegas, Orlando, Tampa/St. Petersburg, or Phoenix.
As a result of this campaign, Appleton International Airport achieved a 40% YOY increase in demand for air tickets. The campaign also raised awareness of the airport as a viable and cost-effective alternative to other airports in the surrounding area. The click through rate on the marquee ad exceeded expectations by performing at two times above the benchmarked goal.
ATW’s Marketing Director, Patrick Tracey, shared his thoughts on the campaign: “Expedia Group brands have become a core component of our marketing program. The dramatic increase in airline sales was beyond our expectations and helped to drive our best year in history.”
Toronto Stopover Campaign: Airlines and DMOs in Partnership
The overall objective of this campaign was to drive more traffic into Toronto while raising awareness that Air Canada is not just a Canadian airline—but the airline of choice—helping American and British travelers reach their destination with an extended stay in Toronto.
We re-launched Tourism Toronto’s 2017 Stopover microsite in April of 2018 and developed Toronto Stopover 2.0, which just launched in September of this year. This new program (#TorontoStopover) includes video hero Imagery, an integrated content experience, and social ambassadors.
When positioning the stopover campaign, we focused on convenience but we also asserted Toronto as a natural connection point to the world: an intrinsic part of a long-haul trip. Using engaging visuals, the campaign demonstrated to travel shoppers that they would already flying over Canada on their way to their final destination anyway and it went on to explore the numerous benefits of a stopover at Toronto Pearson with Air Canada.
We also added a new element to the campaign: by stopping over, travelers would be adding a second destination to a vacation—with no additional airfare cost. We focused on the ease of transportation into the city and highlighted activities and accommodations. We inspired urgency by showing real tips from real people (both Torontonians and travelers alike).
These are just several examples of strategic marketing partnerships we’ve developed to help connect airlines and airports with customers. Learn more about how we use our first party data, scale, and access to global travel shoppers to execute innovative, tailored marketing for