Brief

Melt Digital was tasked with strengthening the Netflights brand position as a specialist in flights and creating a story that resonated with general travellers. The campaign also needed to improve the search engine optimisation (SEO) performance by earning coverage with links to the Netflights site from valuable web publications.

By looking at search and social data, Melt Digital discovered that travellers frequently voiced how much they were spending at the airport before take-off due to expensive pre-flight meals and drinks. Melt Digital also identified airport lounges as an overlooked opportunity to reduce pre-flight costs.

Research

We worked with Melt Digital to uncover insight into how much travellers are spending at airports, as well as find out their preconceived expectations of accessing airport lounges.

By asking 15 targeted questions to 2,000 UK adults who have flown abroad on holiday, the research showed that the travelling public thought airport lounges were unaffordable and didn’t consider them as an option. Despite this, the average in-airport spend was high.

Outcome

This allowed Melt Digital and Netflights to compare average spending with average lounge costs, finding that a lot of travellers could save money by booking into an airport lounge.

Melt Digital used research to lay the foundation for a table ranking the best-value lounges around the world, map plotting each one, to provide journalists with a linkable asset on the Netflights website.

The campaign resulted in 70 pieces of individual coverage, with 19 pieces of national coverage including The Sun, Mail Online and Independent, as well as international business publications, Forbes and Business Insider.