18 Oct '15, 4pm

How Won Overall Small Business SEM Initiative For Its Surf Air Campaign

The Landy award for best Best Overall SEM Initiative (Small Business) went to SearchMarketers.com earlier this month in recognition of the agency’s campaign for California-based start-up Surf Air, which operates a membership-only fleet of private planes serving business travelers in California. Justin Hart, vice president of member acquisition at Surf Air, explained that part of the marketing challenge for SearchMarketers.com was the fact that Surf Air doesn’t market through other sellers like a traditional airline. “Because we don’t sell tickets, we don’t have the built-in feeder system that commercial airlines rely on — we don’t list our flights on Orbitz or Kayak and the like — we have to create our own marketing channels.” Paid search was the foundation of the campaign, which also incorporated retargeting, look-a-like targeting, paid social and display campaigns to dri...

Full article: http://searchengineland.com/meet-a-landy-award-winner-how...

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