Sparkive: One of the longest running campaigns at Manchester Airport Group.
In 2012, we were invited to pitch for Manchester Airport. We faced stiff competition from five large global agencies, but our innovative approach and commitment to disrupting conventions helped us win the pitch.
Client: Manchester Airport Group
Brief: Campaign and activation.
Year: 2012
LEADING THE WAY.
As the airport’s lead agency for over five years, our brief was to create a different, bolder approach to selling the airport itself (destinations), airport car parks, and their retail/duty-free offering.
All campaigns were across multiple channels and needed to be relatable to a diverse range of audiences and airports.
PARKING CAMPAIGN.
The split car creative was easily relatable to different passenger types, building excitement for holidaymakers and confidence for city breakers and business users.
JUST 56 MILES AWAY.
The aim here was to educate local passengers who generally booked long haul travel from London of the reach, frequency of flights from Manchester.
POWERFUL PARTNERSHIPS.
Working collaboratively with the airport’s airline partners opened doors for us as our work launched and was credited by taking a different approach.
THE IMPACT.
All parking campaigns were hyper targeted by postcode, reaching 147million potential customers and generating an average ROI of 3:1. P is for Parking was one of the airports longest running parking campaigns to be used in the airport’s history.
Destinations campaigns were also hyper targeted. Whilst an immediate ROI is difficult to measure in such brand awareness campaigns, the airlines fully embraced this collaborative approach.
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