Create an integrated marketing campaign to increase car parking booking volumes at Heathrow and other BAA owned airports.
To maximise the impact of Heathrow’s car parking campaigns, the performance marketing experts at our sister agency iCrossing approached the Heathrow digital strategy in a cutting-edge, ‘connected’ way.
Using linguistic profiling to understand the language people use when they are researching airport parking, the team generated insights that allowed us to broaden the scope of search terms that Heathrow could focus search activity on – as well as understanding the best places to target display advertising.
Search marketing (PPC & SEO) delivered an outstanding ROI of 27 during 12 months.
PPC sales activity increased 16% YoY while cost per acquisition fell.