Brand Awareness

Making YSJ a Flyer’s First Choice

The Saint John Airport (YSJ) has been a pillar of the Greater Saint John community since 1952. Privately owned and operated, they’ve built an incredible sustaining business within Saint John without the aid of government funding. To compliment their entrepreneurial spirit and remain competitive within the market, we knew they needed to modernize their marketing efforts in order to steer public perception and position them as a first choice for travellers in the region.

Our journey began with the development of visually consistent branding across all of their print ads and social marketing channels. With an updated visual style guide and tone, we were able to launch a proper brand awareness campaign that reimagined the value of travelling locally with YSJ.

During our meetings with the client, we knew we wanted to reflect the incredible energy we saw behind the scenes. In developing the voice, tone, and range of content that would become a trademark of YSJ’s social presence, we prioritized photo, video, and written content that better represents the personable and vibrant aspects of YSJ and the people behind it. By leveraging their energy and creating an engaging online presence, we were able to sustainably increase feedback from the community, educate their audience, and get flyers excited about the changes that were happening at YSJ.

Content

Bring journalistic discipline to your story.

When our partnership with YSJ began in December 2017, their social presence didn’t properly reflect their move towards modernization. While the airport had much to offer, their Facebook and advertising presence felt outdated, and their marketing dollars weren’t earning their full value. Our rebranding campaign and shift toward more personable, visual, and educational content sparked new digital life into this growing business.

Engage

Better data leads to better targeting.

We successfully promoted YSJ’s talking points and agenda by educating and engaging with their target audience. By building a strong and lively community across their social platforms, conversations reach more potential flyers and build trust within the conversion funnel.

Action

All about creating the right action.

Our social campaigns gathered valuable information across several platforms which give deliverables back to YSJ. In creating a community hub that encourages customers to share their experiences and requests, YSJ is able to leverage user feedback to channel growth in every area of the airport and its offerings.

Action

All about creating the right action.

Our social campaigns gathered valuable information across several platforms which give deliverables back to YSJ. In creating a community hub that encourages customers to share their experiences and requests, YSJ is able to leverage user feedback to channel growth in every area of the airport and its offerings.

Data & Analytics

All about creating the right action.

The numbers don’t lie. In 2018, on Facebook alone, we reached 1.7 million people (excluding ads), saw a 400% increase in engagement, and had a total of 215,000 actions taken on their page. The rebranded Facebook ads saw a CPC that was 66% cheaper and a 350% increase in their click-through rate. The Saint John Airport as a whole saw a 7% increase in total passenger growth in 2018 and has become the fastest growing airport in Atlantic Canada.

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