CHALLENGE

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The Atlanta Hartsfield-Jackson International Airport is one of the world’s largest and busiest travel hubs. Realizing that the airport concession shopping experience was not perceived to be as competitive as brick and mortar outlets, the Director of Concessions asked MatterMax Media principals to assist the airport in creating a marketing campaign that ensured travelers were aware of the airport’s value pricing strategy for airport and in-flight merchandise purchases.

SOLUTION

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MatterMax Media “Responded" to this challenge by focusing on various outcomes.

• Level set competitive pricing
• Affirm each retailers brand identity
• Create and distribute targeted messages, and
  
• Digitize the information
  

To accomplish these goals we created a web page of links that featured an online coupon jump page that branded the Airport’s concession shops as equally priced retail destinations. Additionally, the web page featured coupon discounts and linked the coupons back to the airport’s web site, booking agents, and in-flight travel communications.

RESULTS

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The resulting campaign, “Price to Fly,” was a win-win for the Atlanta Airport vendors and the public.

• 26% Increase in Concession Traffic
• 1.3 Million Page Views Per Month
• A1-Concessionaires sales increased

The traditional campaigns and outlets now had a new online dimension with additional exposure on an affiliate web site. And, the web site promotion was recognized as the first of its kind for a U.S. airport, garnering accolades for MatterMax Media as subject matter experts in airport online advertising, branding and web site promotions.

MatterMax Media helped the Hartsfield-Jackson International Airport and its Concessionaires, make its online and offline marketing strategies a winner for everyone!