Core Skills Used In This Project
Performance Media Buying
Data-Analytics & Digital Tracking
SEO & SEM
Search & Display Ads
- $3MIL PER YEAR DIGITAL AD SPEND ON SEARCH & DISPLAY
- ASSITING IN $110m REVENUE P/Y
- KEY DATA ANALYTICS & REPORTING
- MANAGED SCALING DURING PANDEMIC
Melbourne Airport has been my client for over 4 years. My first role as Head of Performance Media was to manage and build on the SEM account for Melbourne Airport Parking which is a key revenue driver through land access team at Melbourne Airport. I have worked with 3 Marketing Managers since and have assisted in managing the handovers for each marketing manager and marketing group on each process and maintain a consistent revenue stream for the account.
Our challenges were faced during the pandemic where the airport was essentially inactive for 12-18 months and it required a slow re-scaling of activity as demand grew. We worked with the client in scaling back up the marketing system with them in an efficient way to test and re-learn how we can approach the new demand and how users had changed in the post-pandemic period. We measure performance from pre-pandemic records and we have now re-built the parking revenue back to pre-pandemic levels.
Another key strategic offering we have been working with the airport with is revitalising their retail options at the airport. We assisted in identifying how we can use existing parking data to help re-market lounge access, retail coupons, and promote airport stores that had since left the airport as retailers. Our insight into their data and how to effectively use it has been a huge build on our business partnership and now HERO & MelAir are reconnecting with our other services in July off my work on rebuilding our client relationship effectively.
Over Easter 2022 for the first time ever we assisted in selling out the carpark which was a marked huge success from the recently grounded airport. We win all search bids and block the competition to fill the carparks which has had steady growth and $37.90 ROI now at peak translating into $550k p/m from paid digital advertising.