As we’ve tackled the marketing for the Rochester International Airport, we’ve created three types of videos with different goals. Here’s the breakdown of the videos we made, how they’re being used, and their performance data.
Number One: UGC Content.
The quickest impact we could make was getting more eyeballs back on the airport after a hiatus from advertising, and we did that with a Meta Campaign focused on reminding outbound passengers of the key reasons they should be flying out of RST:
- How fast they could get to their gate
- No long lines
- Comfort and simplicity
We created simple UGC-style videos that were shot on phones to grab people’s attention quickly, which performed very well!
UGC Content Analytics
Number Two: Brand Messaging.
We also needed some new foundational video pieces that could live on the airport’s website and show people what they could expect when flying through RST. Enter the heavyweight brand messaging videos.
These weren’t your run-of-the-mill, forgettable airport ads – we dove deep into what makes RST tick, blending the airport’s mission with visuals and messages that would resonate with travelers.
Based on the core mission of the airport and the key messages that would connect with the audience, we created an awesome video and some corresponding ads.
- Meta has driven 37,674 new users to Rochester International Airport’s website.
Number Three: Customer Story.
We found a beautiful emotional story of the brand and customer and brought it to life with some amazing videos.
This connects really closely with one of the airport’s key customer bases: medical travelers. Now we have the perfect video to upgrade all our website pages these types of customers will be going to, as well as some awesome ads that resonate with this message.
These ads performed extremely well and really boosted our overall Meta campaign for the airport.
*All data is from Aug. 1, 2023–Mar. 19, 2024.
