Stansted Express: Fast tracking bookings to beat the slow coaches
Jacob Bailey
Campaign overview
This summer, Stansted Express (STEX) implemented a domestic and international PPC campaign strategy focusing on early sales cycle customer acquisition. Knowing that it was a highly competitive marketplace once passengers arrived at the airport, it was of paramount importance to influence booking behaviour before their departure date.
Strategy
Once passengers arrived at the airport, luggage in tow, STEX had lost the edge. Coach travel was a bit cheaper, but trains were faster and just that bit better. The company needed to drive sales earlier in the...