[JUDGING] Shannon Airport
Section: Best Multiplatform Campaign - No budget
Organisation Name: Shannon Airport
Campaign Questions
Name Of Brand Client
Shannon Airport
Campaign Name
Shannon Airport's €30m Investment Programme - Ready for Take-off!
Personpeople Who Led This Campaign
Emily Brown, Katie Black, Stephen O'Malley
Do You Use Alt Text In Your Images And Caption Your Videos
We make a conscious effort to include alt text.
What Objective For Campaign
2025 marked the beginning of a transformational terminal upgrade at Shannon Airport. A €30 million investment programme was announced to upgrade the airport’s facilities to deliver an even better airport experience for our passengers and a more sustainable airport for the future. Storytelling the works underway at Shannon Airport, through our people, was at the heart of this social-led campaign. It included three objectives:
1. Communicate the €30 million investment announcement to our passengers in a relevant, digestible and engaging format.
2. Generate positive earned local and national media to raise the profile of Shannon Airport.
3. Re-enforce Shannon Airport’s position as Ireland’s favourite airport, with an award-winning airport experience.
As a customer-focused marketing team, we understood that the construction works to complete the terminal upgrade would impact several touchpoints in the customer journey at Shannon Airport for the duration of 2025 and beyond. From an operational perspective, it was important that passengers were aware of the works taking place in advance of their visit to the airport to alleviate any inconveniences caused. From a marketing perspective, our primary role was to create a series of strategic marketing communications to positively position the works underway.
Outline Your Strategy For This Campaign
The announcement of a multi-million-euro investment created an opportunity to showcase Shannon Airport as building for the future and leading on sustainability initiatives within the aviation industry. It also provided us the chance to turn an operational message for passengers about inconvenience, into a story about what’s to come at Shannon Airport and interestingly – what it takes to get this work done in a live airport environment.
With no budget available, the series was planned and produced entirely in-house by the marketing team at Shannon Airport. Our strategy for the campaign centred around three pillars.
1. Champion the people behind the projects at Shannon Airport to ensure our content was personable and authentic
2. Leverage an ‘access all areas’ approach to offer a behind the scenes view of Shannon Airport.
3. Ensure the messaging was made relevant to consumers to demonstrate the value these works will bring to them as customers.
Our team worked closely with colleagues from across the airport to understand the technicalities of each project. This allowed us to craft a compelling story, beyond the press release, that was shareable through short-form videos across Shannon’s social media channels.
What Were The Outcomes For This Campaign Metrics Next Question
The series generated local earned media coverage including traditional and digital press formats.
The campaign raised the profile of Shannon Airport to consumers, aiding us in our brand awareness work. It also received a significant amount of public positive sentiment from local and political stakeholders including tourism agencies and hospitality businesses throughout Clare as well as residents.
Internally, it demonstrated the value of social media as a strategic communications tool. It also assisted the business in communicating the key works underway to staff across the business.
The series helped to strategically position the airport as growing for the future with capacity to handle increased passengers and aircraft. This indirectly but positively affected our aviation business development efforts as showcasing Shannon Airport as a viable and growing airport for airlines to expand their network.
What Are Your Metrics For This Campaign Real Metrics Please
The entire campaign earned 390,987 impressions, 17,376 engagements and 6,194 link clicks to shannonairport.ie. Overall, it achieved 315,365k in organic video views. All metrics are organic as there was no paid media spend.
The series comprised of five parts, each explaining different parts of the upgrades underway and featuring the people behind the projects. Each part of the series was staggered, with the entire series publishing over a period of five months. The series was housed on our website and across our social media channels. In tandem to our external publishing schedule, the series was shared internally via our internal comms process and included links to follow the campaign on Shannon’s social media channels.
Is There Anything Else You Want To Add Be Brief
Please don't hesitate to get in touch should you need any further information or links.
