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We're hiringBelfast International Airport
Belfast International Airport is Northern Ireland’s Principal Airport and the second largest gateway on the island of Ireland. Operating 24/7, 365 days a year the airport carries over four million passengers annually, to over 70 destinations worldwide!
The Challenge
The Web Bureau were appointed as the Airport’s Digital Partner, to launch a new responsive website as well as deliver an integrated digital strategy in line with the core commercial objectives, primarily:
- Significantly boost online car parking bookings for on-site car parks
- Drive brand awareness and build a digital presence for Park and Fly, a new off-site car park offering BIA
- Revenue generation - provide more opportunity for upsell and cross sell of additional Airport services
Web
The Web Bureau team worked hard to understand the key users of the BIA site, to map out the core customer tasks and functions that the new site needed to facilitate. From there, we were able to build an engaging, responsive design which would encourage repeat use as well as providing the all-important opportunity for revenue generation.
Highlights include 24/7 availability of live flight information, an interactive shopping outlet map and an interactive destinations map.
To support the revenue generation piece, we developed a full advertising management mechanic and provided ample opportunity for upsell of car parking & airport services through clever use of calls to action, integration of the car parking booking system and cross category promotion – all managed centrally via the content management system.
Digital Marketing
Once the website was launched, it was time to deliver the digital marketing strategy, which centered around solidifying awareness of the BIA brand alongside driving bookings of the on-site car park.
We developed a digital strategy in line with this which encompassed a range of digital tactics inducing SEO, PPC, Content Marketing, Email Marketing and Social Advertising.
The Result
The results speak for themselves and have ensured that we continue to support BIA, as their digital partners, throughout 2016 and beyond.22.88%
increase in new users to the site
Direct traffic increased by
20.98%
Referral traffic increased by
171.99%
Organic traffic increased by
10.69%
Paid traffic increased by
153.1%
Significant boost in car parking bookings, with a reduced cost per acquisition.