Digital Media Case Study
Airportr.
Building Travel Demand in Germany Through Full-Funnel Digital Media.
Airportr is a luggage collection and delivery service that allows travellers to have their bags collected from home, hotel or another address and delivered directly to the airport. The service is designed to remove the stress of travelling with luggage, making airport journeys easier for families, frequent travellers, older passengers and anyone looking for a more convenient door-to-airport travel experience.
To support Airportr’s growth in Germany, One Day Agency planned and delivered a full-funnel paid media campaign across key regional travel catchments, including Frankfurt am Main, Mainz, Wiesbaden, Hanau, Darmstadt, Mannheim, Bonn and Cologne.
The campaign was built to introduce the Airportr proposition to travel audiences, drive awareness during the peak holiday planning period, nurture engaged users through retargeting and capture demand from people actively searching for baggage collection, luggage delivery and airport-related solutions.
Skills
Paid Social, TikTok Advertising, Meta Advertising, YouTube Advertising, YouTube Shorts, Google Search, Travel Marketing, Full-Funnel Media Planning, Retargeting, Demand Capture, Audience Strategy, Campaign Measurement
A Full-Funnel Strategy for Travel Convenience
The campaign was designed around a clear consumer problem: travelling with luggage can be inconvenient, especially for families, frequent flyers and older travellers. Airportr’s service solves that by making the journey to the airport lighter, easier and more seamless.
One Day Agency built the media strategy around this journey. Social and video channels created awareness and consideration among travel-minded audiences, while Google Search captured users already expressing active intent around luggage services.
Meta and TikTok were used to generate discovery, reach and engagement. YouTube added scalable video visibility across adults and families, with YouTube Shorts introduced in December to increase mobile-first reach during the seasonal travel planning peak. Google Search acted as the lower-funnel layer, covering brand protection, misspellings, location-based searches and high-intent non-brand queries around baggage collection and luggage transport.
Reaching Travellers Across Germany
The campaign ran across four key channels: Meta, TikTok, YouTube and Google Search.
Meta delivered 2,404,701 impressions and 5,451 clicks, using prospecting and retargeting across Adults and Families. Targeting included travel interests, family interests and frequent traveller behaviours, with retargeting focused on users who had watched videos or engaged with ads.
TikTok delivered 3,186,403 impressions and 5,515 clicks, reaching travel-interest and travel-behaviour audiences. It played an important upper and mid-funnel role, building discovery and engagement among users already showing travel-related signals.
YouTube delivered 3,465,979 impressions and 3,287 clicks, using travel affinity and in-market audiences across Adults and Families. The launch of YouTube Shorts on 12 December added incremental reach and engagement during the peak seasonal planning window.
Google Search delivered 338,183 impressions and 1,569 clicks, with the strongest CTR across the campaign at 0.46%. Search acted as the demand-capture layer, reaching users already searching for Airportr, airport luggage services, baggage collection and door-to-door luggage solutions.
Channel Mix: Meta, TikTok, YouTube and Google Search
The campaign focused on key German cities and travel corridors connected to airport usage and regional travel behaviour. Locations included Frankfurt am Main, Mainz, Wiesbaden, Hanau, Darmstadt, Mannheim, Bonn and Cologne.
This geographic strategy allowed Airportr to build awareness around Frankfurt and its wider catchment, while also reaching travellers in nearby cities where airport travel and luggage-related search demand were present.
Across the campaign, performance was strongest in the core Frankfurt catchment and nearby major cities. Meta delivery was strongest in Hessen, while Nordrhein-Westfalen delivered strong engagement, especially around Cologne and Bonn. On Search, Frankfurt am Main generated the largest volume of clicks, while Darmstadt recorded the highest CTR, showing strong demand in an airport-adjacent area.
Search Captured High-Intent Travel Demand
Google Search proved particularly valuable because it captured users already close to action. Brand terms showed strong demand, including searches for “airportr”, misspellings such as “airporter” and “airporttr”, and location-based terms such as “airportr frankfurt”.
The campaign also captured strong non-brand intent around luggage and baggage services. High-performing search terms included “gepäck von tür zu tür”, “lufthansa gepäck abholservice”, “gepäck abholen lassen” and “koffer zum flughafen bringen lassen”. These searches showed clear problem awareness from travellers looking for ways to avoid carrying luggage to the airport.
This proved that Airportr was not only building brand awareness, but also intercepting users actively looking for the service category, even if they did not yet know the brand.
Audience Insights
The campaign produced useful audience learnings across gender and age.
Female audiences showed stronger engagement across social channels. On Meta, although men generated more impressions, women delivered more link clicks and nearly three times the CTR. A similar pattern appeared on TikTok and Google Search, where women showed higher engagement and stronger intent signals.
Age performance also showed that engagement increased with older audiences. On Meta and Search, users aged 55+ were particularly responsive, suggesting that messaging around convenience, ease and reducing travel stress resonated strongly with mature travellers. Younger audiences still delivered scale, especially on TikTok, but older users showed stronger engagement and intent.
Results and Learnings
The campaign successfully introduced Airportr to relevant travel audiences across Germany and delivered a strong full-funnel effect during the peak holiday planning period.
Across Meta, TikTok, YouTube and Google Search, the campaign delivered 9,395,266 impressions, 15,822 clicks, a 0.17% CTR and €1.25 CPC. It also significantly overdelivered against the media plan, serving 6,398,996 more impressions than planned, equivalent to 3.1 times planned delivery.
The channel mix worked as intended. Social and video built awareness and consideration at scale, retargeting nurtured engaged users, and Search captured demand as users moved closer to action. TikTok and YouTube helped generate travel inspiration and visibility, while Google Search provided the strongest signal of active intent.
The key learning was that Airportr’s proposition resonates strongly when framed around convenience, stress reduction and making airport travel easier. Future campaigns should prioritise female audiences in social, expand high-intent non-brand search coverage, keep TikTok as a prospecting channel and test further segmentation by age to better reach both younger travellers and highly responsive mature audiences.
