Dynam created a bespoke marketing plan for HIAL to promote new flights from Inverness Airport to Dublin and Manchester.

The brief was to develop a marketing campaign plan using several media channels to raise awareness of the new flights, with the ultimate goal of increasing bookings across the Inverness Airport catchment area. A mixture of B2C and B2B communication with an outbound focus, it needed to complement the existing airport marketing activity.

We proposed a six-week campaign surrounding the launch dates of the flights. The campaign concept was to highlight how flying from Inverness offers people the opportunity to do more of what they enjoy (shopping, going on holiday with the family), and less of what they don’t (driving on slow roads, long train journeys).

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Dynam selected and booked advertising slots across a range of media, including bus backs, Highland Council payslips, regional business press, local radio, petrol pumps, lift doors in the Eastgate Shopping Centre and even a fully-wrapped taxi.

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To support this paid-for advertising, we supplied HIAL with content for an organic Facebook and Twitter campaign over the same six weeks. This resulted in a joined-up campaign that got results:

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