Southampton Airport in major push

Southampton Airport is targeting business and leisure passengers who live along the M3 corridor between Winchester and Windsor with a major integrated campaign encouraging them to ‘think local’ rather than use London airports.
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 online and social media, including banner ads on key sites such as trainline.com and Facebook ads. It has been devised by The Purple Agency.
At present, Southampton Airport welcomes around 2 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 airport’s director of marketing and communications Jan Halliday said: “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.”
Purple Agency data and planning director Andrew Woodger said: “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.”

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