A Media Plan Built for Success

Upon developing your insights-based marketing strategy, we will build out a custom media plan to maximize your investment across the right channels (digital/traditional) to deliver the impact desired . With ASM, no two media plans are alike - we do not employ a cookie cutter approach.

Key factors that influence an optimal media mix include::

• The audience size of target markets and the corresponding budget levels for each. For example, if we have identical budgets promoting a new nonstop flight out of Buffalo, NY and a new nonstop flight out of Dallas, TX to a new destination city such as Jacksonville, Florida, the population (audience) is 7x greater in Dallas compared to Buffalo. In this case, dependent on resources, we most likely would focus on one or two digital channels in Dallas to optimize impact, while in Buffalo, we might broaden the scope of the campaign to multiple channel distribution.

• Bi-directional marketing efforts - creating programs to promote both inbound and outbound travelers.

• Promotional efforts for a new flight or to sustain and grow existing service.

• Type of audience to cultivate: leisure (beach, golf, ski, arts, etc.), business/corporate travel or a combination.

• What partners are working together and who is driving the effort? The media mix may vary depending on whether you are an airport, airline or destination and what the other related organizations are doing. For example, if you are an airport, we can ascertain what marketing tactics the local or regional destination marketing organization and airlines are leveraging in select markets and further amplify those efforts across untouched audiences to avoid any duplication of efforts. This is vital to maximize impact and eliminate any wasted advertising investment.

The media plans we build and execute are extremely fluid. Each digital channel we select as part of the mix is continually optimized to elevate results. The digital channels we typically utilize include:

• Social Media: Facebook, Instagram, Snapchat, Twitter, etc.

• Display Advertising: Our display campaigns may include programmatic options, custom designed buckets of relevant publisher sites, direct investment on key publishers for an integrated campaign on a specific site, along with re-marketing and additional high-impact placements.

• Video: Typically, video mirrors the display channel with some additions such as YouTube and video specific networks.

• Search: Google, Yahoo, Bing, etc. with both direct response and upper funner approaches.

• Email - through relationships with top tier publishers we are able to leverage their organic emails either through 100% share of voice or through targeted ads. Additionally we utilize some of the top email ad networks available to leverage placements on relevant third-party emails.

• Native Content Distribution: Our use of storytelling inspires potential travelers, not just from an awareness standpoint, but one to build engagement and take action.

• Connected TV: Over 80% of United States households by the end of 2021 will be reachable via connected TV. Hulu, Roku, Peacock, Google TV, Fire TV, Apple, XBOX, Vizeo and the list goes on - how and where to start? Our connected TV placements can reach all of these platforms and our campaigns are designed to reach the right audience, at the right time.

In addition to the above digital channels, we also place traditional media such as spot TV, print, billboard (traditional/digital), along with additional in-market activation units.

Contact us today and let’s talk about driving more demand for your flights, generating new visitors to your market and increasing air service to your airport. We want to collaborate and conspire to generate a positive return on investment for your airline, airport and destination.

We’re ASM…and we are here to help you now.