Freedom Media Group (FMG) has been appointed by Liverpool John Lennon Airport (LJLA) to deliver a major audience-first campaign designed to increase awareness of the airport’s growing network of destinations and encourage more travellers across the North West and North Wales to choose Liverpool over its competitors.
Running through to September as an always-on campaign, the activity supports Liverpool John Lennon alongside airline partners easyJet and Ryanair, with the aim of increasing passenger volumes across priority routes.
Powered by FMG’s proprietary Freeflow platform, the campaign uses advanced telco data and behavioural insights to identify frequent travellers based on app usage and travel booking patterns. This intelligence has enabled FMG to create three distinct audience segments: Getaway Couples, Budget Explorers and Family Flyers. Each audience receives tailored creative based on their travel habits and motivations, ensuring every message is as relevant and engaging as possible.
The campaign combines large-scale reach with precision targeting, delivering a mix of digital audio, digital video and connected TV advertising to more than 1.5 million high-indexing households over the course of the campaign, Consumers will be treated to a series of five bespoke audio creatives alongside multiple TV adverts, helping keep Liverpool John Lennon Airport front of mind throughout the travel planning journey.
By combining data-backed audience planning with personalised creative, the campaign showcases the breadth of destinations available from Liverpool while positioning the airport as the preferred departure choice for regional travellers.
Dan Thompson, founder & managing director at FMG said: “We are thrilled to welcome Liverpool John Lennon airport to Freedom Media Group as we support them, along with Ryanair & Easyjet across this glorious summer.
“Freeflow was perfect for this project, allowing LJLA to really pinpoint the key audiences needed, at moments that matter. I personally love to fly from LJLA and can’t wait to see the uplift studies from this campaign in the autumn.”
Tom Woods, marketing manager at Liverpool John Lennon Airport added: “It is great to team up with Freedom Media group to deliver the right messaging to the right audience for our latest campaign.
“We look forward to seeing the impact of Freeflow and the campaign on booking behaviour and passenger numbers.”
