The marketing partnership between the City of North Bay and North Bay’s Jack Garland Airport (YYB) aimed to attract investment by showcasing the airport’s strategic advantages. The primary goals were to raise awareness among potential investors, stimulate economic growth, and position North Bay as a key logistics and transportation hub in Ontario. The campaign’s outcomes included heightened investor interest, increased airport utilization, and local business development.
The campaign significantly exceeded its objectives, as evidenced by the metrics recorded across various platforms. The campaign generated a total of 513,197 impressions, far surpassing the projected 250,000 impressions and included a 63% open rate on a newsletter blast that provided us with a list of email contacts.
The highly competitive nature of the aviation industry necessitated that the campaign clearly differentiate YYB from other regional airports by emphasizing its unique benefits. To address this, our team utilized the expertise of all partners to create compelling, data-driven messaging aligned with industry trends. We enhanced digital ad targeting parameters to reach specific demographics and refined the campaign’s messaging to better highlight North Bay’s advantages.
The target audience included potential investors in the logistics, transportation, and aviation industries, along with companies seeking to expand their operations into new regions. The demographics targeted mid-to-senior level decision-makers in these industries, primarily located within North America, and government agencies that influence or support investment decisions.
The campaign was a collaboration between the Economic Development Department and North Bay’s Jack Garland Airport. The project’s effectiveness stemmed from teamwork, shared responsibility, and a commitment to achieving impactful outcomes.
Sustainability was a key consideration in the campaign’s design and implementation to ensure short and long-term benefits, including formalizing an annual joint marketing plan to help increase economic growth and job creation. This campaign not only met its objectives but also laid the foundation for continued promotion of lesser-known opportunities such as diversions and testing, ultimately driving economic development in the region.