The Moodies – Use of Instagram
Best Use of Instagram
Winner
Ontario International Airport Authority – @flyONT
Ontario International Airport is engaging travellers through its Instagram channel @flyONT, delivering a digital-first strategy without any media spend. The airport’s social media team, in partnership with digital content agency Digital 319, crafted a compelling approach that positioned Ontario International as the airport of choice for Southern California residents. The focus is on storytelling – using reels, trending audio and behind-the-scenes content to create an authentic, interactive experience.
With 96% of its primary catchment familiar with Ontario International Airport and 72% having used the airport in the last three years, the objective was to reinforce its advantages over competitors. The Instagram content targeted 35- to 64-year-olds, showcasing ease of access and fewer crowds. It also tapped into trending memes, employee features and airline announcements to maintain a relatable brand voice.
This organic strategy paid off. By August 2024, the airport’s Instagram crossed 10,400 followers, with 2.7 million impressions and 110,000 engagements. The impact extended beyond digital, with passenger traffic rising +11.4% year on year. Ontario International’s innovative Instagram content not only strengthened its virtual presence but also reinforced the airport’s reputation as a passenger-friendly hub.
Ontario International leveraged relatable content to connect with travellers and enhance engagement on Instagram
What the judges said:
“Engaging, standout content that humanises the brand, drives loyalty and positions the airport as the preferred choice, with impressive metrics such as 2.7 million impressions and over 110,000 engagements. “This is good content!”
The Moodie Davitt eZine
Issue 343 | 7 March 2025
The Moodie Davitt eZine is published 14 times per year by The Moodie Davitt Report (MA Travel Retail). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please e-mail kristyn@moodiedavittreport.com