WCG Reappointed Agency of Record for Richmond International Airport
2012 was an eventful year for West Cary Group and Richmond International Airport (RIC). Our agency executed performance-based marketing strategies on several digital fronts—efforts that drove a positive ROI for RIC. Our client was so pleased that WCG was chosen again as its trusted partner for 2013.
Marketing Strategies That Deliver
In July 2012, our firm redesigned and relaunched flyrichmond.com, a mobile-ready website for RIC, as its Agency of Record. Then we added an interactive route map to display the approximately 200 destinations the airport offers to its passengers. We also created a downloadable flight schedule for desktop, palm and pocket pc users, as well as flight schedules formatted for mobile phone users.
Since West Cary Group’s mobile-ready revamp of Flyrichmond.com (redesigned for mobile phones, tablets and computers), site analytics show that new visits have gone up and the bounce rate—or the percentage of visitors who view one page then leave—has gone down.
“I think a major reason for WCG’s digital impact is that when we create a campaign strategy, we not only craft it to perform for our clients, we craft it to engage the customer,” continues Nick. “We think ‘how are users digesting this content?’ ‘Where are they?’. ‘When are they’?. We also make sure that our digital communications are easy to use, simple to understand, and personalized to users’ needs across all channels.”
Going Green in a Bold Way
Now that we’ve earned a contract renewal with RIC, 2013 promises to be just as eventful beginning with a project that saw its seeds planted last year: The airport is going to launch a Compressed Natural Gas (CNG) fleet for its Easypark shuttle service that runs to and from the Economy Lots and Terminal Building. CNG is a more environmentally clean alternative to fuels like gasoline or diesel.
“West Cary Group thinks its extremely important to give back to our community, so to participate in a green project that respects our environment is deeply gratifying,” says Alexis Gayle, West Cary Group Creative Director, “For these CNG shuttles, we created eight graphic designs—each highlighting a unique aspect of the Richmond area. We wanted to seize the opportunity to forge a positive brand impact for the entire metro Richmond area.”
Graphic design categories include: Arts & Culture, History & Heritage, River Fun, NASCAR – RIR Racing, Sports & Recreation and Richmond Businesses.
“2012 was a productive year for our partnership with RIC,” ends Nick. “We pride ourselves on measuring our contribution to business results, and West Cary Group was able to create campaigns that showed a clear return on our client’s marketing investment. Now the airport has entrusted us again as its Agency of Record, and we’re going to seek out new areas of opportunity to make even more powerful marketing impacts.”
Read the official press release for further details.