2022
Sector
Transport
Services
Paid
OOH
Manchester Airport Group
Brief
With such a sizable nationwide influence, recruiting high-quality security personnel became a significant challenge and an important one for filling key vacancies across some of the country’s most popular airports.
This challenge was further compounded by the state of the industry in a post-COVID world, as the sudden rise in demand for travel had to be met by a quick, efficient recruitment effort.
Process
In selecting the channels to promote these roles, we identified the following: Google Ads, Facebook/Instagram Ads, Taboola, Reach, Out of Home, Bing (now called Microsoft Ads), and Phone Media.
Our thought process behind these choices was to develop a full-stack marketing effort that included coverage across many channels, reaping their many rewards.
In addition to this, our creative team crafted incredible new creative concepts for a print advertising push. This included leaflets, bus passenger panels, bus super rears, streetliners, tram passenger panels, and digital out-of-home.
Results
Following this integrated marketing effort, the results reflected a job well done. Our Facebook and Google Ads had impressive click-through rates, generating thousands of leads. These excellent results were reflected across all channels.
This strong performance across all channels – as well as the wider advertising push – resulted in MAG making 852 hires. This more than fulfilled the primary goal of bolstering MAG’s workforce and the quality of service it offers customers. Achieving these results during such a challenging time for the industry was a huge win.
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