Fly Away Winter Blues: How Cornwall Airport Newquay's Creative Campaign Soared to Success
Brand Biscuit Studio began an exciting new partnership at the end of last year with Cornwall Airport Newquay (CAN) providing creative support for the airport’s January advertising campaign and working on a wider brand refresh project.
Cornwall Airport Newquay is a local airport with global aspirations. Flying to more than 20 destinations with 10 different airlines, the St Mawgan site is about to undergo extensive renovation and expansion, installing state-of-the-art security tech, improving all-round customer experience and adding to an already impressive flight schedule.
A key strategy of our upcoming brand boost for CAN, alongside sharing its exciting new developments, has been focused on humanising the airport to increase customer awareness and enhance engagement.
In light of this, our team introduced some playfulness and positive messaging to the January ad campaign to chase those winter blues away and the impressive digital marketing results that have come back from partner agency Peaky Digital have blown us away.
It seems that our campaign image of a granny living her best life snorkelling in crystal clear waters resonated strongly with audiences, particularly during the dark winter months, and prompted them to click and browse flights to get the heck out of here and away from all the grey and gloom!
According to Peaky Digital’s January Marketing report, the Blue Monday campaign ads successfully drove users to take action and browse flights with CAN providers. The campaign reached an extensive audience, generating over 500,000 impressions, and showcasing CAN to a wide array of potential customers. Our creative ads enticed over 7,000 users to click through to the CAN website, demonstrating a strong interest in their offerings and a compelling call to action.
A vast majority of users who visited the CAN site from the ad showed promising engagement levels, with nearly 98% of them exploring further, indicating a strong potential for conversion and continued interest in the airport’s offer.
The campaign successfully encouraged over 450 users to sign up for the CAN newsletter, expanding its community and fostering long-term relationships. We're also delighted to report that the Cost Per Acquisition (CPA) was impressively low, showcasing the cost-effectiveness and efficiency of the campaign strategy.
We believe that these awesome results in both increased website traffic and trackable conversions clearly show that the human imagery we used (who doesn’t want to be that nana on her way to winter sun in the Algarve?) provided a powerful emotivator that engaged potential customers and added value to the CAN brand.
Josie Hutt, Marketing Manager at Cornwall Airport Newquay, said:
“I want to give a huge thank you to the Brand Biscuit team for their outstanding work on our recent advertising campaign. The results speak for themselves, and we couldn’t be happier with the outcome. The creativity, dedication and attention to detail have truly made a difference for Cornwall Airport Newquay’s marketing. Here’s to the next exciting phase of our brand journey!”
Transitioning from an airport to an 'airportal,' our collective aim is to lead the travel and lifestyle scene in the South West, forging connections locally, regionally, and globally. Through a commitment to uniting communities and promoting the South West on a global scale, we strive to drive growth and prosperity for all.
We're immensely proud of the strides made with this trial campaign, marking a significant step in our brand evolution towards becoming a destination airport with a people difference. With the larger branding project already in motion, we eagerly anticipate sharing the exciting launch with you this Spring.
The baby was a second campaign image that surprisingly showed similar results. Giving us confidence that the county has a fun sense of humour! The new campaigns for 2025 will take on the new brand lookand feel and we are excited to see all the new elements work together to enhance CAN as a leading lifestyle brand in the South West.
