Changing perception inspires oceans of impressions.
AMP Media was recently tasked by Massport – a travel authority serving New England through area airports and cruise terminals – to create positive brand association and build a strategic marketing approach across Massport's separate properties, each with a different target audience.
AMP's media consumption research and analysis of traffic through each Massport property uncovered one common target that could be efficiently reached through cross-channel tactics.
To support multiple messages across separate properties, AMP planned to creatively rotate media through unique multi-channel efforts. This plan led to a Fenway Sports Group effort giving Massport signage in Fenway Park, RedSox.com ownership, NESN TV virtual billboards and live reads – all at rates unobtainable if planned separately.
To date, the Fenway partnership made 8.7 million impressions, and a tie-in promotion has enabled Massport to build a database of 37,000 consumers.