the 7 stars - Case Study
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The Brief
Cityjet wanted a brand campaign to target London (specifically the city), Edinburgh, and Dublin with a message of an airline that has excellent service and is convenient.
Solution
Cityjet wanted the media budget to take them as far as possible with excellent media buying and reach/freq of our target audience. Outdoor, Press and Digital was the media mix to target a business flier, and time-poor-cash-rich individuals who are happy to pay more for a flight direct to the city of their destination. Outdoor media defended the City & Canary wharf and the different airports radiuses, whilst key press titles where chosen for their business attributes, geo-graphical readerships, audience, and media value. Out of this Cityjet became the first ever advertiser to sponsor CityAm’s “The Forum” – a daily presence in this title across 6months. Digital played a crucial role driving bottom of the funnel sales achieving the client CPA, and also a brand role across ipad and mobile devices. During this campaign PPC was refined and increased revenue by 10%.
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The Results
We are still waiting for the brand study and sales data to come through, but sales figures for this period were better YoY and you couldn’t miss the amazing campaign.