How Manchester Airport Group gathered 87,514 passenger responses in four days

The challenge

FastTrack uptake was lower than it should have been, and MAG needed to know why. Guesswork was not going to cut it: the group wanted real answers from real passengers, airport by airport, fast.

• Uncover how aware passengers actually are of FastTrack
• Understand buying habits and what would persuade passengers to purchase
• Compare results airport by airport to target future marketing

The solution

MAG activated micro-surveys in the WiFi journey at each airport, so results could be analysed separately for Manchester, Stansted and East Midlands.

LogicFlow handled the targeting: the survey appeared only to departing passengers at each airport, switched on for the length of the Easter campaign and off again afterwards. The results were then analysed to shape the marketing plan for increasing FastTrack uptake.

• A micro-survey per airport for cleanly segmented analysis
• LogicFlow targeting: departures only, for the campaign window only
• Results analysis feeding directly into future FastTrack marketing

The results

In four days over the Easter weekend, 87,514 passengers responded, an average response rate of 74%. At £0.50 per response, that is £43,757 worth of passenger insight gathered in a single weekend.

The findings gave marketing something to act on: roughly one in three passengers did not know FastTrack existed or how to buy it, with awareness highest at East Midlands and lowest at Stansted, where 38% were unaware of the service. Across all three airports, more than 40% of passengers said a lower price or promotional discounts would encourage them to buy in future.

• 87,514 responses in 4 days at a 74% average response rate
• 1 in 3 passengers unaware FastTrack existed, or how to buy it
• £43,757 worth of insight now shaping FastTrack marketing at all three airports