Harbour Air Campaigns
As part of a small marketing team, I’ve had the opportunity to work on a variety of campaigns to promote Harbour Air as an industry leader in BC’s travel industry. Connecting coastal communities via seaplane flights, and now wheeled flights, this company strives to be the preferred way to travel from one coastal community to another.
Our campaigns focus on brand awareness, with the aim of driving sales and increasing customer engagement. We promote our product through the Harbour Air website, social media platforms, print applications, community events and paid digital advertising.
Bringing You Home
CAMPAIGN PLATFORMS
Digital Paid Advertising, organic website marketing, email, social media and YouTube
The Harbour Air Bringing You Home campaign focuses on building brand awareness through the use of video and static ads. These ads target every day committed travellers, who commute between Vancouver Island and the Mainland for regular work or personal engagements.
With this campaign, we aim to appeal to working parents, who need to travel for business but want to get home to their families at the end of the day. With Harbour Air, it’s possible to attend in-person meetings in another city, but still make it home for dinner with the family. By promoting the airline’s convenience through flight frequency and network availability, we position Harbour Air as an obvious choice for frequent commuters.
Campaign Phases:
This is a multi-phase campaign, that began it’s rollout in fall of 2024. Still in the initial stages, we plan to expand upon the current branding to continue to promote our prices and availability throughout the rest of the year.
Bringing You Home Video and Photography
We worked with Capture the Moment to create our video assets for this project. My role in the video process was to offer direction and insight regarding visuals, storyboards, animated titles, and project coordination. I worked with the video and photography team to plan and stage the corresponding photo shoot, which allowed me to further build out the creative assets with a robust bank of imagery. These images are used within our paid digital advertisements, throughout the Harbour Air website and will be used as supportive assets for related marketing initiatives.
Digital Campaign
The Bringing You Home campaign is being marketed through paid digital advertising, including Meta, display ads and Google performance ads. Leveraging the concept and visuals from our video, I created complimentary graphics that highlight family as a reason for efficient travel, while keeping the Harbour Air brand front and centre with the use of the HA toy plane visual.
These digital ads all link back to a landing page on the Harbour Air website, where we highlight the reasons and benefits of flying Harbour Air.
Low Fares. More…
CAMPAIGN PLATFORMS
Digital Paid Advertising, organic website marketing, email and social media
This Low Fares campaign was launched with the goal of positioning Harbour Air as a flexible, affordable travel option for every day British Columbians.
CAMPAIGN GOALS
To address the misperception that Harbour Air is a luxury travel option and out-of-reach for the average person.
To sell our lower demand seats, which are offered at low-peak times or lower demand routes
To encourage customers to increase their booking window, allowing them to receive the lowest price
We addressed the above challenges by launching a Low Fares digital advertising campaign with lead-in pricing under $100. Geo-targeting was used to highlight relevant pricing for each market, with custom graphics for each route. The creatives emphasized the flexibility of Harbour Air by displaying the many reasons one may travel, paired with headlines like: “Low Fares. More Choice.”, “Low Fares. More Time.” and “Low Fares. More Fun”. Our goal was to expand our customer base by appealing to families, students and casual local travellers by offering them lower fares if they booked in advance.
CAMPAIGN RESULTS
This campaign exceeded our expectations. Despite planning a two-week run time, we ended up having to pull this campaign after just a few days because demand was so high. We surpassed our revenue goal and saw customer booking windows increase substantially. This campaign was so successful that we ended up relaunching it a few months later for the fall season.
Fly with love.
CAMPAIGN PLATFORMS
Digital Paid Advertising, Harbour Air website , email campaign, social media, and YouTube.
The Fly with Love campaign was launched to create a positive association with Harbour Air and position ourselves as a fun, approachable company.
CAMPAIGN GOALS
Nurture B2B & industry relationships via interactive content
Boost sales during our slower winter travel season
Boost local awareness through social media and video sharing
Market Harbour Air as an affordable, convenient travel option for families and students, addressing a high demand for inter-provincial travel during spring break and Family Day
Campaign Strategy
Our Fly with Love campaign combined video, social media assets, web assets and paid digital media advertisements to boost brand awareness and sales during out slower winter season. Inspired by the month of Valentine’s Day, we went with a message of Love and created warm, colourful graphics which highlighted families, student and couples.
This campaign was released in two phases:
Valentine’s week sale: offering lower, last minute deals to couples or families wanting to travel around the Valentine’s Day weekend
Family Day Weekend and Spring Break Sale: offering 50% off seats for students and children through the winter break
RESULTS
Increased customer engagement via social media interaction through use of video, social and digital channels
Created evergreen content to live in our YouTube library
Boosted sales during the winter months
