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NYCx3

Case Study

To communicate the Ottawa Airport's overall excellent choice and service to New York by promoting three airlines, two airports, and 6 non-stop daily departures blackiron used traditional and digital advertising.
NYCx3

Challenge

Create awareness to stimulate Ottawa-Gatineau originating passenger traffic to New York, via the Ottawa International Airport (YOW). Create a campaign that increases YOW-NY passenger volume, website traffic and receives positive feedback from the three airlines. Target French and English speaking adults, 35-54 who live in Ottawa-Gatineau, have above average incomes, are tech savvy, and are interested in urban getaways.
NYCx3

Insight

To attract the target audience to the NY destination a unique and authentic experience must be presented that doesn’t showcase things but rather drives emotion and entices the human senses. The target audience is indecisive about when and where their next getaway break should be. Need to convey it’s easy to get to NY from YOW and create an interest for them to book today. With a limited budget, the campaign must have strong messaging and creative that will create a viral buzz that will augment the reach of the campaign to the target audience through social channels, thus reaching a larger audience than the initial budget could expect to deliver.
NYCx3

Strategy

Capture authentic, unique images that evoke the heart and soul of the real New York through its people by hiring a New York photographer. The tone and character of the campaign images are completely in tune with the target audience when measured against standard tourist advertising shots. Come up with a simple visual and memorable tag of NYCx3 that eloquently illustrates the fact that three airlines now fly non-stop from Ottawa to New York City. Create a contest for a chance to win round trip airfare to New York City via Ottawa that leverages a variety of social media channels and encourages user engagement through likes, comments, sharing, tagging, and the use of a specific hashtag #NYCx3. Design and execute a media strategy using both traditional and digital advertising to bring awareness and drive website traffic, airline bookings, and contest entries. Such components include: Google Adwords, Social Media Advertising, Transit Billboards, Online Business Publication Advertising. Use all possible Airport communication and media assets to build awareness. Such assets include: E-Newsletter, In-Terminal Signage, Terminal Retailer Handouts, Airport Website Ads and Campaign Landing Page, and Social Media Page Posting (Twitter, Instagram, Facebook and Linkedin).

Material

Results


3 Very Happy Winners



1,759

Contest Entries

4,120

Clicks

2,234,746

Impressions

“The Airport Authority has worked with blackiron for over 10 years and we are pleased with the numerous successful projects they have delivered for us.”

Joel Tkach
Vice President, Business Development and Marketing
Ottawa International Airport Authority


“Introducing Delta as a new carrier between Ottawa and New York (LGA) was a challenge given that two airlines already serve YOW-New York. blackiron was able to come up with this clever way to introduce Delta’s new service without detracting from the incumbents.”

Robert Aasa
Manager, Air Service and Customer Analytics
Ottawa International Airport Authority

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