In Numbers
+2.6m
reach
+3746%
video views
+185%
engagement
BETTER INSIGHT
Research told us that 45% of people rejected Leeds Bradford Airport (LBA) due to the perceived list of destinations that you can fly to from the airport, yet 70% of total market demand was similar to their current flights. Moreover, LBA had a negative brand perception and low brand salience; seen as ‘scruffy and dated’. Though, the airport had clear USPs for us to leverage:
- Already known by customers for their outstanding customer service – better than any other regional airports.
- People are attached to the airport – folk love God’s own country, but don’t feel like they have enough reasons to travel from it.
- Its compact size makes it easy and quick to access and navigate, making the overall airport experience less stressful, something customers are keen to have. The major refurbishment would also work in our favour.
BETTER IDEAS
A complete overhaul of LBA’s social, starting with a strategy designed to position the brand as the only Northern airport worth following on social.
We did this by:
- Becoming the first famous Northern airport on TikTok
- Creating a unique, ownable Yorkshire TOV and personality
- Outlining clear audience personas to focus our ideas
- Establishing content pillars that addressed previous airport stereotypes
BETTER RESULTS
+2.6m
reach into new & existing audiences
+3746%
total video views
+185%
engagement
SHARE OF VOICE
increase
SOCIAL SENTIMENT
uplift around airport experience