AirMed International Enhanced Fall Social Refresh

Selling security to international travelers 

Adult individuals and families who are international travelers, actively shopping for international airline tickets, consuming content about overseas trip planning, “snowbirds” heading for warmer climates during winter months and older seniors with higher HHI. 

AirMed International (AMI) is a service that’s not easy to explain to the uninitiated in quick-hit digital media. Here’s how it works: If an AMI member suffers a serious illness or injury while on an international trip, they have the option to be flown to a hospital of their choice, closer to home.

Global Medical Response, the parent company of AMI, wants to continue to drive more B2C website traffic and conversions for AMI with new social work and an enhanced digital advertising strategy. AMI was running paid social ads through a legacy vendor but needed better ROI. Clarity of message and differentiation was critical — this is a service that covers international travelers and that needs to be distinct from a Fly-U-Home membership, a similar domestic-only service owned by GMR.

Despite increasing airfares, air passenger volume continues to steadily improve.1 We want to make sure we stay ahead of this increasing demand by maintaining awareness and understanding of AirMed International membership. We set out to drive qualified traffic in Q4 and convert members via social media with redesigned, rewritten and more arresting and compelling search and social ads.

Our social work is inviting, clean and pops in any feed. Our message is all about peace of mind during one’s travels and encouraging people to travel smart. Bold colors and energetic, aspirational visuals complement punchy, clear messaging that drives our work home. A 10% off membership offer and reinforcing that membership covers the entire household adds to the value and appeal of membership.

THE RESULTS

Our campaign had 2,149,342 impressions Oct-Dec 2022, leading to 17,283 clicks and an impressive 0.80% click thru rate.

1The Latest Travel Data (2022-12-01)| U.S. Travel Association (ustravel.org)