CHALLENGE
MatterMax Media principals were asked to assist the Atlanta Hartsfield-Jackson International Airport with making airport concession shopping competitive with brick and mortar outlets by ensuring that travelers were aware of the airport’s value pricing strategy for merchandise purchased at the airport and during flights.
SOLUTION
The Atlanta Hartsfield-Jackson Airport is one of the world’s largest and busiest travel hubs. We responded to this challenge by focusing on various outcome requirements:
Level set competitive pricing, affirm each retailers brand identity, access and digest different messages, and digitize the message. To accomplish the goals we built external links that featured an online coupon jump page that branded the Airport’s concession shops as equally priced retail destinations with coupon discounts and linked these promotions back to the airport’s web site.
RESULTS
“Price to Fly,” as the campaign was called, was a win-win for the HJI Airport vendors and the public. The print campaign now had an online dimension that resulted in a 26% increase in concession traffic. Additional exposure on an NBC affiliate web site yielded an additional 1.3 million page views per month. As a result, the web site promotion was held in the highest regard by A1-Concessions particularly after the recognition that this branding was the first of its kind for a U.S. airport garnering MatterMax Media team as subject matter experts in airport online advertising, branding and web site promotions.
