UK agency Digital Willow needed to generate awareness for Visit Isle of Man. For their first-ever digital out-of-home campaign, they partnered with StackAdapt to reach travelers across major airport hubs in England, Ireland, and Scotland — with creative that felt contextually relevant to each departure city.
Campaign objective
Build brand awareness for the Isle of Man tourism board by meeting travelers in a travel mindset — at the airports connected to the destination — and reinforcing that message across digital channels.
Strategy & tactics
Digital out-of-home
DOOH ads were placed on 43 digital screens by JCDecaux at Edinburgh Airport — Scotland’s busiest hub — as part of a broader multi-airport footprint.
Multi-airport presence
Creatives ran across major travel hubs connected to the Isle of Man, including London, Liverpool, Manchester, Bristol, Dublin, and Edinburgh.
Personalized messaging
Each creative was tailored to the specific airport and told travelers how far the Isle of Man was from their current location — pairing landscape imagery with connection-point messaging.
Multi-channel integration
Mobile banners in targeted areas reinforced the message for people likely to have seen a DOOH ad, integrating airport presence into a holistic digital media buy.
Results
Digital Willow reported a boost in impressions, a 263% increase in click volume for the search term “Isle of Man,” and improved overall reach for Visit Isle of Man.
By leveraging DOOH inventory with StackAdapt, we were able to pinpoint the most appropriate locations for our campaign, integrating this activity as part of a holistic digital media buy. This ensured maximum impact and reach with our target audience.
— Amber Williamson, CEO, Digital Willow
Why this matters for airport advertisers
- Location-specific creative outperforms generic destination ads
- Airport DOOH works best as part of an integrated digital plan
- Search and engagement lift can prove awareness campaigns drive action
- Synchronized premium screens amplify share of voice in travel hubs
For brands advertising with Sky Dreams at JIAP, the same playbook applies: message travelers in-context, personalize where it helps, and connect airport exposure to searchable or measurable digital outcomes.
Adapted from StackAdapt’s case study “Digital Willow Generates Brand Awareness with DOOH Ads.”