The Syracuse Hancock International Airport in the largest airport in Central New York, servicing six of the nation’s leading airlines with flights to destinations across North America.
In May of 2018, the Syracuse Airport announced they would offer 21 non-stop flights to top travel destinations throughout the US. Not only are these 21 non-stop flights useful for residents of Syracuse, the convenient non-stop flights are also ideal for travelers living outside of the Greater Syracuse area, as their home airlines don’t offer these non-stop flights.
To raise awareness of the airport’s new offerings, we recommended a digital marketing campaign targeting individuals and families that were frequent travelers and lived within a 100 mile radius of Syracuse, excluding those in the Syracuse DMA. The following tactics were used to drive potential travelers to the airport’s 21 destinations landing page:
– Facebook & Instagram
– Google Search Ads
– Display Banner Ads
– Retargeting Ads
Over a six week period, the Syracuse Airport’s campaign received 294,856 impressions and drove 5,118 users to the airport’s website. Of the 5,000+ users visiting the website, 83% of those attributed to new sessions on the site. When comparing the 6 weeks prior to the start of our campaign, the Syracuse Airport’s website had impressive increases. This includes a 20% increase in sessions and a 27% increase in new users. In an effort to report on website engagement, we set up numerous Google Analytics goals to track how many visitors from our campaign clicked to one of the major airlines’ booking platforms, where users travelers could research flight costs with the departure location of Syracuse, NY. Our campaign led to 1,396 goal completions, with an impressive 29% conversion rate. The top goal completions were people clicking to visit Allegiant Air, Jet Blue, Frontier and American Airlines.
The success of this campaign led to additional work with the Syracuse Airport, including a campaign for families and teachers during February break. This smaller campaign resulted in 1,012 goal completions, with a conversion rate of 41%. Additionally, in March 2019, the Syracuse Airport reported that passenger traffic was up 10.7% over the first two months of the prior year.