Challenge:

Late in the summer of 2006, the Department of Homeland Security banned all liquids and gels from carry-on luggage aboard airplanes. This presented the unique challenge of alerting passengers in time for the holiday travel season.

Solution:

Research revealed that an overwhelming amount of airline passengers planned and purchased their tickets online, providing the ability to connect with the consumer as they made their travel plans. Smart Media Group was able to launch the campaign and have it coincide with a crucial travel period, despite having less than two weeks to research, plan, and execute the media buy.

The media plan was drafted to maximize reach among air travelers. Travel sites with a national audience such as Priceline and Travelocity were chosen among others. We also purchased the ad network with the largest reach among air travelers, adding not only reach but efficiency to a traditionally expensive demo during a peak advertising period.

Minimizing audience duplication was also a key component to the success of this campaign especially for an expensive demo with a high Buying Power Index. Research and exposure caps helped extend the budget and increase the overall reach of the campaign.

Results:

Through research and negotiation Smart Media Group was able to exceed TSA’s delivery goals by 73%. The campaign was executed in time to reach travelers as they planned and booked their holiday vacations.

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