Wellington Airport's innovative Jetstar campaign to collect leads
Written by Paola Par
Being high-traffic locations with a diverse and international mix of consumers, brands see airports as an interesting setting for marketing campaigns. Wellington Airport discovered a successful mechanic to grab attention from busy daily travellers within the airport terminal space.

Promoting Jetstar Airways, Wellington Airport partnered with Interlike to provide travellers with a friendly, simple and fun installation designed to deliver a photo entry mechanic, share good vibes for the brand on social and capture a unique data base of highly engaged target market for further communications. Interlike photo marketing platform combined with an eye catching photo wall installation enabled busy families, time poor business people and the intrepid a quick and easy activity to enter the draw one of 20 flights to 2 available popular Australian destinations.

Wellington Airport used open spaced photo booth to enable travellers to enter the competition surrounding the #MyJetstarSelfie campaign. Provided with two beautiful sets focusing on Melbourne and GoldCoast, customers can choose which city they would like to discover. Guests had the chance to earn an addition entry to the competition by posting their photo on Instagram with #MyJetstarSelfie.

Within the one month campaign, Wellington Airport engaged with users on social media and collected qualified customers database for further relationship marketing.

The Results

The most recent results on cost per lead per industry was conducted on March 2017 by Survey Anyplace. According to this article, the total cost per lead for travel industries are $29 per lead.

Using Interlike, Wellington Airport collected 1,379 unique leads collected totalling to $3 per lead. Not only that but the activity generated positive experience and generated 479,617 impressions on Facebook.

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