Manchester Airport has launched its first multi-channel, multi-audience marketing campaign to showcase the breadth of destinations it offers to the USA.
The #USADirect campaign will see the airport reach out to all areas of its catchment area that spans as far north as the Scottish Borders, south to the Midlands, east to Yorkshire, and west to Merseyside and North Wales.
Dedicated print and radio ad campaigns will go live during the eight month campaign in Liverpool, Leeds, Birmingham and Newcastle.
These will be integrated with an aligned social media campaign and experiential events.
The campaign is set to reach in excess of ten million people and will highlight all of Manchester Airport’s 13 American destinations.
Patrick Alexander, head of marketing at Manchester Airport, said: “Manchester Airport continues to grow its long haul offering, particularly to America, which is one reason why we have launched our #USADirect campaign.
“Another reason is several, smaller, regional airports have lost their connections to the USA, so what better time to showcase the offering from Manchester, which has excellent ground transport links to these cities, making it a viable choice for a direct flight to America.
“The multi-channelled approach will ensure we maximise reach and penetrate a range of audiences, ensuring key messages are delivered to the right demographic through the most appropriate medium.”
A wealth of USA destinations have launched in the last few years from Manchester including Miami, Los Angeles, Atlanta and Boston.
This year also sees two carriers launch San Francisco.
Outside of London, Manchester is the only airport in the UK to offer these routes.
Manchester Airport is the UK’s third largest with 25.6m annual passengers.
