Success Story: Adelaide Airport

OVERVIEW

Adelaide Airport is the principal airport of Adelaide, South Australia and the fifth-busiest airport in Australia, servicing just over eight million passengers in the financial year ending 30 June 2017. Located adjacent to West Beach, it is approximately 6 km (3.7 mi) west of the city centre. It has been operated privately by Adelaide Airport Limited under a long-term lease from the Commonwealth Government since 29 May 1998. First established in 1955, a new dual international/domestic terminal was opened in 2005 which has received numerous awards, including being named the world’s second-best international airport (5–15 million passengers) in 2006. Also, it has been named Australia’s best capital city airport in 2006, 2009 and 2011.

Over the financial year 2018/19, Adelaide Airport experienced passenger growth of 7% internationally and 1.3% for domestic and regional passengers from 2017’s quarterly report; this added up to a new record number of passengers who passed through Adelaide Airport at 8,090,000 over the financial year. Adelaide Airport also experienced the greatest international growth out of any Australian port.

OBJECTIVES

  1. Increase overall website traffic
  2. Increasing visibility of the airport’s online car park pre-booking platform
  3. Increase online car park pre-booking transactions
  4. Increase digital ROI

SERVICES

  • Analytics
  • SEO (local, technical, on-page, off-page),
  • Paid media (including video, display and remarketing)
  • email marketing
  • Social media marketing
  • CRO (Conversation Rate Optimisation)
  • Content amplification.

APPROACH

  1. Implemented proven digital channel strategy for driving airport car park pre-bookings
  2. Ongoing conversion rate optimisation to drive incremental improvements in pre-booking success rate across desktop and mobile devices

THE RESULTS

  1. Improved CPA (Cost Per Acqusition) by 62%
  2. Increase traffic from paid channels by 773%
  3. Increased transactions from paid channels by 1,440%
  4. Increased revenue from paid channels by 1,556%
  5. Improved ROAS (Return On Advertising Spend) by 182%
  6. Increased organic traffic by 25%
  7. Increased transactions from organic traffic by 122%
  8. Increased revenue from organic traffic by 119%
  9. 12K monthly visits from Google business listing
  10. 26K% increase in backlinks

SEM Results

- 1 %
decrease in cost per aquisition
+ 1 %
increase in transactions from paid channels
+ 1 % ROAS
Improved return on ad spend

SEO Results

+ 1 %
increase in transactions from organic traffic
+ 1 %
increase in revenue from organic traffic
+ 1 %
increase in organic traffic

Let's talk

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