Manchester Airports Group

MAG Fly Manchester Campaign

Manchester Airports Group (M.A.G) is the largest UK-owned airport operator. The Group own four British airports: Bournemouth, East Midlands, Stansted and Manchester Airport – the busiest airport outside London.

We have been working along side M.A.G since our winning pitch in April of 2012. Since then we have delivered various successful advertising campaigns such as Summer and Winter campaigns for Car Parks, Retail and Destination.

Our initial brief for their most recent campaign was to to promote the airport as an alternative to London airports for long haul flights. To do this we created the ‘Fly Manchester’ campaign which has a big online presence with the aim of revealing a real return of investment for M.A.G. ‘Fly Manchester’ included offline advertising which is displayed across buses and 48 sheet poster boards across West Yorkshire, a key target market for the airport.  For the online advertising we integrated effective targeting tools such as Google’s DoubleClick service. A key element of this highly targeted approach is specifically the Ad Exchange remarketing tool. Ads were personalised to visitors on websites, offering valuable messaging.

‘Fly Manchester’ campaign messages were delivered to a social media audience of 107k (42k Facebook, 65k Twitter) and delivered impressive click-throughs to the fly Manchester landing page on the M.A.G website.

M.A.G used the local rivalry between Liverpool and Manchester to gain TV coverage on the BBC local news. The coverage was used to the advantage of the Manchester Airport campaign during April, in the lead up to the busy summer months.

Regional publications were the most prolific media group accounting for 45% of the total volume of online traffic and generated 10% of the audience. Broadcasts followed with a 23% share of voice, also contributing 19% of the OTS.

Manchester Airport achieved 16 consecutive months of passenger growth in September 2013 with 2.2 million people passing through its terminals. Operator M.A.G, said Manchester Airport, the country’s third-largest airport behind Heathrow and Gatwick, is having its busiest summer since 2008. The September figure represents a 5.2% increase year-on-year that was well above the UK-wide average of 3.8%. International passenger traffic increased by over 5.5% in July during the key holiday season.

The Fly Manchester campaign was seen by 8.4 million people via, print, digital or social elements. Market research following the campaign revealed a positive outcome showing Manchester Airport is now seen as a viable transport option for people in West Yorkshire.

• 90% of West Yorkshire consumers agree (after seeing advertising) that Manchester Airport is in easy reach.

• 88% of West Yorkshire consumers agree (after seeing advertising) that the rest of the world is accessible from Manchester Airport.

“The Fly MAN campaign is very high profile at Manchester Airport and we needed to get it right.  Creative Spark’s creativity, hard work and patience, plus the fact they took the time to really understand our objectives, have all led to a highly successful campaign which is showing some great results”. Said Emma Southwell, Brand Campaign and Production Manager at MAG.

"We wanted a bold campaign that reminds people in Yorkshire they have a gateway to the rest of the world here at Manchester Airport. We have great facilities at the airport and regular flights to popular destinations such as New York and Dubai. Creative Spark has once again produced a great campaign with hard hitting messaging supported with a targeted creative solution." Emma Southwell - Commercial Marketing & Brand Manager

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