The Purple Agency (part of Adare) has been chosen by Southampton Airport to run a major integrated marketing campaign for the Hampshire airport. The campaign was designed to increase awareness of the benefits of using the airport amongst potential business and leisure passengers along the M3 corridor between Winchester and Windsor. The campaign, titled It’s My Airport, uses a mix of outdoor on station platforms and posters on South West Trains network, together with 40 second radio slots, and a mix of online and social media, including banner ads on key sites such as trainline.com and Facebook adverts.
Says Andrew Woodger, data and planning director, The Purple Agency, “Based on data driven research and strategic insight, the It’s My Airport campaign uses a wide range of complementary media to get across the clear and simple message that Southampton is the most convenient and easy to use departure point for – business or pleasure. The media and executions have been carefully selected to precisely target the key audiences, and leverage the interaction between digital and off line channels.”
Commenting for Southampton Airport, Jan Halliday, director of marketing and communications, says: “Our objective is to create a better awareness of the huge range of benefits which come from travelling via Southampton Airport. For business users that might mean getting home in time to see the children before they go to bed. For others that might mean making it easy to have a romantic weekend break. But whatever the reason, the Purple campaign gets the message across clearly and succinctly, and via the most appropriate media channels.”
At present Southampton Airport welcomes around two million passengers a year, with 12 operators, and over 900 weekly flights to around 50 destinations across the UK and the rest of Europe.
The Purple Agency, part of Adare, is an integrated marketing agency providing data driven, multi-channel communications to leading global brands. It operates in a range of industry sectors including financial services, IT, pharmaceuticals, leisure and retail. Current clients include Aintree, White Stuff, Flight Centre, Fitness First, Moneygram International, MSD, Legal & General, UK Sport and IBM.
For further information contact:
Tel: 07880 917796
Note to Editors
The Purple Agency is part of Adare, a leading provider of Marketing and Secure Communication Solutions. With 30 locations across the UK and Europe, Adare employs over 750 people and has an annual turnover of £150 million. For more information please visit www.adare.com
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