Growing airport demand, website traffic and parking sales
An airport has multiple customer journeys happening at once. Passengers are researching destinations and flights. Travellers need parking. Businesses may be exploring freight opportunities. Each journey has a different objective, audience and conversion. For Avalon Airport, the strategy needed to connect those different objectives within one measurable digital ecosystem.
Avalon Airport
car parking sales YoY · +1,200% website traffic YoY
Google Ads · Meta Ads · LinkedIn · Conversion Tracking · Digital Strategy
Strategy · Paid Ads · Tracking + Reporting
Work delivered by SK as part of his contract with Holmes Digital.
The challenge
Increasing traffic alone would not be enough. Digital activity needed to support commercially meaningful actions, particularly airport parking sales and destination discovery, while giving the business better visibility into how people moved from campaigns into the website and booking environment.
The approach
Paid campaigns were managed across Google, Meta and LinkedIn with different objectives across passenger, parking, destination and business audiences. Google captured active intent. Meta built awareness, destination discovery and consideration. LinkedIn provided an additional channel for relevant business audiences.
Campaigns were supported by a broader measurement framework so website behaviour and key conversion actions could be evaluated rather than relying on platform clicks alone.
Parking
Parking represented one of the clearest commercial opportunities. Campaigns connected travellers with parking information and booking pathways while remarketing brought previous visitors back when they were ready to purchase.
Destination and route discovery
Digital campaigns also helped people discover where they could travel from Avalon. Rather than treating route content as passive website information, destination pages became part of the acquisition strategy.
Tracking and analytics
Tracking was implemented across key website actions and the parking booking journey, creating better visibility between marketing activity, website behaviour and commercial outcomes. That measurement allowed campaigns to be optimised towards actions that mattered to the airport.
The result
car parking sales YoY · +1,200% website traffic YoY
Compared with the previous year, website traffic increased 1,200% and car parking sales increased 160%.
The project moved digital marketing beyond simply promoting an airport and towards supporting multiple measurable commercial journeys.
Work delivered by SK as part of his contract with Holmes Digital.
Growth System layers involved
3 of nine layers in scope. Every case connects back to the same system; the layers highlighted are where this work sat.
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