Pensacola International Airport (PNS) aimed to increase awareness and engagement around its nonstop flight options for both personal and leisure travelers. Despite offering a variety of nonstop flights, many potential passengers were not fully aware of the convenience, efficiency, and benefits of flying directly from PNS instead of choosing alternative airports.
The challenge was to implement a highly targeted digital advertising strategy that not only increased engagement but also translated into measurable foot traffic at the airport.
Marketing Tasks We Developed For PNS
The primary objective was to design and execute a data-driven digital advertising campaign that would:
- Expand audience reach among travelers seeking nonstop flights.
- Generate high engagement rates using precise digital targeting.
- Encourage direct action by increasing in-person visits to the airport.
- Leverage data to track the effectiveness of the campaign in influencing traveler behavior.
Given PNS’s goal of enhancing visibility and traveler awareness, we developed an advanced location-based and audience-targeted digital strategy to maximize campaign performance.
Below is a screenshot of our targeting parameters for our behavioral targeting and geofencing campaign.
Media Plan We Developed
To achieve maximum impact, we deployed an integrated digital strategy that leveraged:
- Addressable Geo-Fencing
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- Created precise geo-fencing around high-value residential areas and commercial locations where potential travelers were likely to live and work.
- Utilized first-party and third-party data to serve personalized ads to users based on their home and work locations.
- Allowed for precise ad targeting and re-engagement to encourage flight bookings.
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- Audience Curation & Data Segmentation
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- Cultivated over 30,000 qualified household and business parcels based on behavioral data.
- Identified individuals actively searching for personal and leisure travel opportunities.
- Leveraged demographic and travel intent data to refine audience targeting for optimal engagement.
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- Standard Geo-Fencing
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- Geo-fenced competing airports, travel agencies, and transportation hubs to target individuals already in the process of booking or planning a trip.
- Delivered real-time ads to potential travelers when they were in relevant physical locations.
- Created event-based geo-fencing around major business and leisure hotspots in the region.
- Conversion Zone Tracking (Foot Traffic Monitoring)
- Established a conversion zone at Pensacola International Airport to measure how many users saw or clicked on an ad and then visited the airport.
- Used real-time location tracking to determine ad effectiveness in influencing in-person visits.
- Provided a clear attribution model linking digital ad impressions to physical engagement at PNS.
Results Of The Campaign
The data-driven digital campaign produced outstanding results, effectively increasing awareness and foot traffic to PNS.
Campaign Performance
- Impressions: 799,995
- Clicks: 1,040
- Click-Through Rate (CTR): 0.13%
- Walk-Ins (Users Who Saw/Clicked on Ads & Visited the Airport): 697
Key Takeaways from Conversion Tracking
697 users physically visited the airport after being exposed to the campaign.
Addressable geo-fencing and audience curation allowed for precise targeting, ensuring ads reached the most relevant potential travelers.
Standard geo-fencing successfully engaged users already in the travel decision-making process, increasing the likelihood of airport visits. The campaign exceeded engagement expectations, demonstrating the power of data-driven digital marketing for regional airports.
Through the strategic combination of addressable geo-fencing, audience segmentation, and standard geo-fencing, PNS successfully increased awareness, engagement, and measurable airport visits. The campaign proved that precise targeting and advanced location-based advertising techniques can effectively drive action. Campaign exceeded expectations, proving the effectiveness of data-driven airport marketing.