The Moodies – Airport Campaign, Use of Social & Digital Media and Use of Video

Best Campaign – Airport and Best Overall Use of Social & Digital Media of the Year – Airport and Best Use of Video – Airport

Winner

Ontario International Airport – ‘Not so fast’

Ontario International Airport’s ‘Not so fast’ campaign aimed to increase awareness and drive conversions among leisure and business travellers in Southern California. The concept contrasted how some things in life should take time for better outcomes, but when it comes to choosing an airport, faster is better. The campaign emphasised the Ontario gateway’s stress-free experience, positioning it as a more convenient choice with less traffic, fewer crowds and more efficient processes.

Through the video component, this message was conveyed humorously using a Wild Kingdom-style tone to break through and capture attention. The campaign used a full-funnel approach, targeting both primary and secondary service areas through various media channels, including OTT/CTV, programmatic digital ads, music-streaming service Pandora and outdoor boards.

With a US$2.95 million media budget and US$161,000 production budget, ‘Not so fast’ generated 318 million impressions, 135,000 clicks and over 72,000 visits to the campaign landing page. During the campaign, Ontario International sold 95,893 outbound tickets, contributing US$35.9 million in ticket revenue, with a return on ad spend of US$20.60. Video pre-roll ads reached 17 million impressions, and overall passenger counts for fiscal year 2024 saw an +11.4% year-over-year increase.

The campaign’s positive results demonstrate the power of a data-driven approach in connecting with target audiences and driving real-world results. The strong performance metrics highlighted its impact on passenger behaviour and brand awareness.

Data-sharing agreements with media vendors allowed Ontario International to track actual campaign revenue

The ‘Not so fast’ strategy was informed by insights from brand research, ensuring tailored messaging for different audiences, including Spanish adaptations

What the judges said:

“Ontario International Airport Authority executed a carefully researched campaign tailored to its target audience, resulting in significant gains for the airport.”

“A comprehensive entry, reflecting this airport’s impressively disruptive attitude and determination to punch above its weight. Very impressive ROI.”

Highly Commended

Best Campaign – Airport

Vantage Group – Kansas City International Airport: It’s Our 1st Birthday!

Kansas City International Airport, in collaboration with Vantage Group, celebrated its new terminal’s first anniversary with a birthday bash from 26 to 29 February, 2023. With a budget of US$5,000, the campaign featured birthday-themed concessions, games and interactive experiences to enhance passenger engagement. The initiative saw a US$6,000 sales increase in participating food & beverage locations, with higher sales per enplanement and a lift in customer dwell time. The campaign’s social media efforts generated over 30,000 engagements and 7.3 million media impressions, with passengers rating the experience 98% positively.

The Moodie Davitt eZine

Issue 343 | 7 March 2025