Growth Marketing & PlanningJune 3, 2019
Canberra Airport’s goal is a simple but ambitious one – to be the best small airport in the world.
From a small airport surrounded by sheep paddocks, CAG has transformed Canberra Airport to a thriving precinct. Today it comprises of the terminal, Fairbairn RAAF base, Brindabella Business Park and Majura Park, which includes Majura Park Shopping Centre, home to Australia’s largest Woolworths and Canberra’s only Costco.
With Canberra Airport being the central hub for International and Domestic traveling adventures within CBR, and local Canberra girl and ULTIMATE ‘girl-on-the-go’ Caroline Buchanan (also a client of TTS) acting as a social media partner and ambassador for the Canberra Airport brand, let’s simply … #flyCBR together!
Canberra Airport’s mission is to inspire, and generate an increase of overall brand awareness within the social space and create a buzz that will set them apart from other airports by building their brands and driving customer engagement and loyalty.
This was achieved by aligning with Australian Olympian and Influencer Caroline Buchanan in creating a series of engaging campaigns that appealed to both local communities and also International markets including New Zealand and Singapore.
Merging travel with ‘active living’ for the ultimate lifestyle adventure to follow. It was time to #FLYLIKEACBRLOCAL.
Increase Brand Awareness and Engagement
>> Database Acquisition incl. Social Media Growth
>> User-Generated Content (from Prize Winner)
>> Partner with an established local personal brand to capitalise on existing audience.
>> Design and development of dedicated landing page for qualified database acquisition.
>> Ideation and implementation of custom hashtag #FLYLIKEACBRLOCAL.
>> The Canberra Airport Facebook and Instagram communities were given the chance to WIN a meet + greet with Canberra Airport Ambassador, local Canberran and Olympian, Caroline Buchanan, PLUS a $1000 travel voucher by naming their favourite local Canberra hot spot.
>> Users were encouraged via the Facebook and Instagram posts to submit their details through the customised ‘competition’ form housed on the flylikeacbrlocal.com.au landing page.
>> The Majura Park Shopping Centre Facebook and Instagram community were invited to the shopping centre on Sunday 17th September to meet + greet with Canberra Airport Ambassador, local Canberran and Olympian, Caroline Buchanan.
>> Users were asked to enter their details at the flylikeacbrlocal.com.au landing page on an iPad before meeting Caroline.
>> TTS handed out social postcards and encouraged people to take an Insta story, video or image of themselves with Caroline to post to their Instagram using the tags @majura_ park @canberra_airport and hashtags #flylikeacbrlocal.
>> In addition to utilising Canberra Airport’s and Majura Park’s social channels, TTS also obtained access to Ambassador Caroline Buchanan’s Facebook and Instagram pages to further cross-promote and maximise the engagement of this promotion.
>> Facebook post reach for the posts linked to this campaign was approx 250K.
>> During the four weeks that the #FLYLIKEACBRLOCAL promotion ran, the Canberra Airport Facebook community grew by 1K+new followers.
>> 1K plus competition entries.
>> The Canberra Airport Instagram community grew by 12% during the campaign.
>> Majura Park Facebook posts reached approx 250K during the campaign period.
>> Overall, the #FLYLIKEACBRLOCAL campaign had a reach of 820K plus across all Facebook pages.