Long-standing 8020 client, London Biggin Hill Airport, wanted to raise awareness of its new boutique on-site hotel ‘The Landing’, primarily intended for crew who frequently fly in and out of the airport, as well as engineers and other employees of the numerous resident aerospace businesses based on site.
Due to the hotel’s primary customer base being confined to the above job roles, the airport required a marketing tactic that would only target those for whom The Landing would be a relevant and viable place to stay.
Due to the niche nature of the airport’s target business aviation audience, it was agreed that a paid campaign on LinkedIn – focusing on high-quality video content with the overall goal of brand awareness and video views – would reach the right people in a cost-effective way.
As 8020 already supports with strategic content for London Biggin Hill Airport’s social media channels, the team understood the tone of voice, content type and call to action that would provide the best results for the airport.
8020 launched and managed a four-week paid campaign across LinkedIn using two videos, aimed at putting The Landing in front of directors of aviation, corporate pilots and select charter companies, spanning its key locations: United Kingdom, Germany, Netherlands, Italy, United States, Austria, Ireland, France, Spain and Switzerland.
The team focused on strategic content deployment, launching a ‘Touch Down to Downtown’ video initially before introducing an alternative ‘Rise and Shine’ video. By using two different videos, 8020 could test and refresh content midway through the campaign, maintaining audience interest.
Managing each step of the journey, 8020 developed and designed a storyboard for the video ads, coordinating filming at The Landing and overseeing final edits of each video. This ensured message penetration and a format that suited our objective of generating awareness of The Landing.
8020’s hands-on approach meant the team could guide the campaign from concept to completion, providing a comprehensive overview of its performance. Additionally, niche audience targeting ensured each click and view was tailored, resulting in more impactful ROI.
On an agreed campaign budget, we achieved a core result of 135,237 video views from 214,804 impressions. Some viewers went further, with 308 people clicking through to the airport’s website.
Since this project, 8020 has worked on subsequent LinkedIn ad projects with London Biggin Hill Airport.
Andy Patsalides, Head of Marketing of London Biggin Hill Airport, says: “8020’s expertise in targeting niche audiences through LinkedIn ads, alongside day-to-day press office activities, has been instrumental in generating awareness of The Landing hotel.
“8020 coordinated the campaign from start to finish, generating high-quality video content to appeal to potential visitors. The team ensured we were kept informed of any strategic developments surrounding the LinkedIn advertisements and they updated us regularly on the results.
“We’ve continued to partner with 8020 on subsequent projects, confident in the team’s ability to deliver exceptional results.”
