Campaign management, media buying and promotions

Who was it for?

Newquay Cornwall Airport
Cornwall County Council

Background

Newquay Cornwall Airport is a fast growing regional airport, positioning itself as a viable alternative to both Exeter and Bristol airports for residents of Cornwall and South Devon. In addition, the airport also wants to attract increased in-bound custom from London and the South East.

Challenge

Newquay Airport wanted to promote the British Airways Gatwick to Newquay route during early 2008. A secondary objective was to increase the awareness and uptake of spa break offers at The Bay Hotel, Newquay across the low season.

The client had a two week window of opportunity for activity, a limited budget and wanted to achieve maximum possible exposure.

Solution

Newquay Airport initially approached us to look at outdoor media buying. However, following a meeting with the client, it became clear that they would benefit from a more integrated campaign management approach. We therefore put together a ‘menu’ of recommendations, allowing the client to choose from several different options at different price points.

The final media schedule encompassed a two week burst of activity across 130 4-sheet sites at commuter rail stations feeding into central London. This was supported by a week long competition in The London Paper, allowing people to win BA flights and a weekend spa break.

To create some ‘buzz’ around the activity, we also recommended an ‘on concourse’ promotion at three key London interchanges: Liverpool Street, Charing Cross and Victoria. The promotion involved spa staff offering mini-treatments to commuters, enticing them with a taste of the spa break experience.

Outcome

Given the limited time period of the campaign, both Newquay Cornwall Airport and The Bay Hotel were pleased with the response. The London Paper competition received in excess of 3,000 entries and The Bay Hotel reported an increase in spa break bookings for the pre Easter period.

Media

• 4 sheets
• press
• direct promotion

Go Back