724.744.9807

Pittsburgh International

Airport Influences Business & Leisure Travelers From Northeast Ohio

Background:

In 2011, increasing awareness of the Pittsburgh International Airport to Northeast Ohio was a high priority for the Allegheny County Airport Authority. In order to effectively communicate the value proposition of flying out of PIT to people in regions surrounding the airport, a simultaneous campaign in NE Ohio and Western Pennsylvania was developed. The case study below is for NE Ohio.

Goals:

  • To increase the awareness of the Pittsburgh International Airport to Northeast Ohio: lower fares, easy access, and better customer service
  • To increase the awareness of Pittsburgh International Airport on the internet when people decide to book travel in our region and Northeast Ohio
  • To increase the origination and destination traffic on flights to and from Pittsburgh
  • To increase traffic to FlyPittsburgh.com and Pittsburgh International Airport internet destinations
  • To increase subscriptions of the discount fares email newsletter

Call to action:

Creating a ClickSaveFly.com landing page for Northeast Ohio with information and tools to discover Pittsburgh’s low fares, more choices and close proximity.

Creative:

“Announcing new airlines and lower fares for Northeast Ohio: ClickSaveFly.com”

Finding the right audience:

The Northeast Ohio and Western PA winter/spring media campaign was designed to reach the A25-54 demo with M24-49 as the secondary demo. Emphasis was placed on qualitative research to target people who have flown in the past year as well as people with household incomes of $75k+.

The innovative marketing campaign:

With the continuous and rapid introduction of new platforms, tools, data sources and media consumption devices, PIT’s innovative campaign included traditional advertising (radio, television, print, outdoor, sponsorships) as well as Yahoo behavioral targeting and Display/Mobile Targeting.

Because the campaign was a multi-media approach, all of the advertising worked hand in hand: either radio or television would run at the same time as print and on-line. This gave the people of Northeast Ohio several ways to see and hear our message.

Radio Commercial:

Results:

Through Google Analytics, PIT tracked a significant geographic increase from the Youngstown-Cleveland corridor of Ohio and saw some gains from the Columbus region as well. While increasing passenger traffic at the PIT airport facility, NE Ohio found a desirable airport to begin and end their travel.

Making the most effective use of your advertising budget.


724.744.9807

 info@mazelmediapittsburgh.com

101 Dolores Drive, Irwin, PA 15642