BAA: Search Synergy

Client: BAA
Services: Natural Search, Paid Search, Social Media,  Insight & Analytics
Territory: UK

Nick Adderley, Marketing and Insight Director at BAA, said:

“iCrossing has delivered on every count – they have given us responsive customer service, great strategic insight and execution that has delivered real value to our business. Their ability to deliver synergies between paid and natural search marketing activities mean that they’ve delivered more than the sum of the parts in this campaign, and that’s a real win for us.”

Overview

Digital marketing agency iCrossing has worked for airport operator BAA since 2006, providing technical consultancy and natural search marketing. But, in September 2008, they asked iCrossing to manage both paid and natural search marketing for their airport parking business. The objective was simple: increase pre-bookings in the company’s car parks.

By uniting its paid and natural search expertise – and using its unique social media expertise and keyword research techniques to identify how potential users searched - iCrossing was able to produce a search marketing campaign greater than the sum of its parts.

As a result, BAA now dominates the search engines for terms related to car parking at its major airports including Heathrow, Gatwick and Stansted. And, even in the recession, which has hit foreign travel hard, iCrossing’s work has delivered 12% more bookings in the first half of 2009 year on year, at lower acquisition costs.

The campaign is testament to the better results advertisers can expect when they combine paid and natural search expertise in one campaign through iCrossing.

Download the full case study (PDF)

Find out more
+44 (0)1273 827 700
results@icrossing.co.uk