It s My Airport Marketing Campaign Debrief

Transcription

1 It s My Airport Marketing Campaign Debrief

2 EXECUTIVE SUMMARY Objectives Heighten awareness of the airport and the role it plays in the lives of travellers and as an important piece of travel infrastructure in the City of Toronto Messages Positive economic impact on City of Toronto, key gateway to 24 destinations in North America, Convenience/easy to access, proximity to downtown core, Advantages of the new Pedestrian Tunnel, Sustainability and environmental impact Boutique experience; exceptional service Target GTA Adults 24-54; Both business and recreational travellers; Male/Female split Timing April 4 x 8 weeks 2

3 KEY FINDINGS Overall, the campaign over-delivered and the diversified mix of mediums and creative proved to be effective in making the ads stand out. OOH performed very well due to diversification between static and digital, and the key locations. OOH has stayed up as added value based on demand. Optimizing the digital buy allowed for course-correcting throughout. We did not switch out creative, but were able to put more weight against the sites that were performing well. Social Videos Facebook & YouTube tended to be male skewed; YouTube performed best with younger demo (25-34) and Facebook performed better with older demographic (45-54). Excellent coverage across both. Creating a contingency budget for low-cost media opportunities was very beneficial. The addition of Union Station was an effective way to reach commuters, especially given the proximity to UP Express. 3

4 INTEGRATED MEDIA PLAN 4

5 MEDIA SUMMARY Campaign over-delivered in every media channel purchased Massive multi-media deliveries across 5 media channels: Very visible GTA campaign with positive press pick-up Estimated total 44.5 Million GTA impressions: Digital 2.6 Million (excludes 124,477 Montreal-F impressions) Print 3.3 Million Radio 12.1 Million Outdoor 26.5 Million 5

6 DIGITAL CREATIVE 6

7 DIGITAL CREATIVE 7

8 DIGITAL SUMMARY Impressions 2,913,670 impressions and 173,188 You Tube views 100% achieved against planned goal Clicks 16,242 clicks-to-site with a 0.56% CTR% CP24/CTV had the highest 1.79% followed by 0.99% Of the vendors who can report VTR%, CBC is the top performer at 96% 8

9 DIGITAL SUMMARY 9

10 RADIO STRATEGY CHFI, BOOM and CHUMFM are all closely in first position in the market. This is followed by Virgin (CKFMFM) and 680 (CFTR) AM640 News/Talk was incorporated into the buy, which is a good format with very efficient costs. 10

11 RADIO SUMMARY Significantly surpassed ingoing objectives - market was softer than expected which worked in favour of the campaign: Number of weekly occasions increased 10% Weekly GRP s increased 6% Total audience increased 40% One week reach of message estimated at 65% of Adults in GTA. Two week totals delivered 12 million impressions with an average frequency of message heard at 4.5 times. Total radio reach is estimated at 75% of Adults in GTA Plan Wkly GRP s AD25-54 Act Wkly GRP s AD25-54 Plan Wkly Occ/ Stn Act Wkly Occ/Stn* Plan Imp (000) AD25-54 Act Imp (000) AD25-54 Toronto CMA , ,

12 RADIO SUMMARY 12

13 PRINT CREATIVE 13

14 PRINT SUMMARY Impressions: 3.2 Million Total Reach: 49.7% reach against AD25-54, Toronto CMA Average Frequency: Total campaign average frequency 2.5 Walter Levitt Jason Shim Karine Delage Howard Green Sabaa Quao Jason Shim Source: Vividata 2016 (formerly PMB & NADBank) 14

15 PRINT SUMMARY 3.2 Million impressions total, which is 49.7% reach against GTA CMA population (CMA = Census Metropolitan Area) Print is sold based on estimated reach / frequency, audited biannually by a third-party regulatory body (Vividata, formerly PMB). Most recent numbers would show a 100% delivery against that reach. 15

16 OOH CREATIVE 16

17 OOH CREATIVE 17

18 OOH BLOCKING CHART 18

19 OOH SUMMARY Highest number of impressions: 26.5 million OOH delivered 123% on the contracted plan. Posters/TSAs drove the majority of over delivery at 128% totalling 23 weeks of bonus across 9 postings this contributed an additional 4.8 million impressions Digital screens over-delivered at 105% 19

20 MLSE CREATIVE Negotiated partnership with MLSE. Assets Included: BMO Reverse field scoreboard Ricoh Coliseum Billboard PYLON Billboard MLSE Online Static standard ads NBA & LEAFS TV :30s broadcast 20

21 PORTS TORONTO ASSETS Push Frames Ferry Wrap 21

22 SOCIAL 22

23 SOCIAL 23

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27 NEXT STEPS INTERNAL/SOCIAL CAMPAIGN Use staff, partners and stakeholders in campaign to spotlight the people behind Billy Bishop Airport. 27

28 NEXT STEPS INTERNAL CAMPAIGN 28

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