Brand awareness of the Tri-Cities Airport (PSC) has been steadily increasing in the Yakima Valley. However, it was unknown which messaging was the most motivating for their audience.
Goal
Determine what messaging resonates best with the PSC’s audience in the Yakima Valley.
Strategy
Field Group conducted A/B testing on Meta, one of the top-performing platforms for PSC’s digital strategy. Field Group brainstormed three key messaging themes: convenience (90 minutes from Yakima), options/flexibility (ten nonstop destinations), and low-stress travel (friendly and helpful staff). These messages were to run at the same time for 12 weeks. Field Group set this up as a traffic campaign, monitoring two key performance indicators, clicks and impressions, to determine which message outpaced the others.
After the message testing was complete, Field Group did another round of A/B testing to determine what design style resonated best with the audience using the top-performing message.
Outcome
Options/flexibility outperformed the other themes, with convenience coming in second. Since then, Field Group has been using this message and the top-performing design in PSC’s marketing and has seen, on average, a 60% increase in impressions, 100% increase in clicks, and 10% increase in website visitors.
↑60% impressions
↑100% clicks
↑10% website visitors
