Boingo Wireless

Next Marketing brought the global market leader in Wi-Fi service to life with a live demonstration campaign in America’s busiest airports to reach more than 70,000 business travelers and increase web traffic more than 24%.

Our Work Case Studies Event Marketing Boingo Wireless

EXPLORE

Boingo Wireless, the global market leader in Wi-Fi with more than 100,000 hotspots worldwide, wanted to increase awareness and influence purchase of its subscription services with frequent travelers. The brand targets upscale business travelers who want to stay connected as much as they need to stay connected.


EVOLVE

Next proposed to establish a dynamic presence for Boingo within targeted U.S. airports
where Boingo owns and operates wireless networks. According to an Arbitron Airport Advertising Study, 68% of all airline travelers spend an additional 30 minutes or more in the terminal. It was thus determined that Boingo’s presence should be in the terminal, beyond TSA checkpoints.

EXECUTE

The Boingo HotSpot was designed to provide an oasis for business travelers in the form of a custom designed 10’ x 20’ branded environment which offered a number of complimentary amenities including laptop and mobile device charging stations, color document printing services and internet access through Boingo equipped laptop
computers. For maximum impact, the Boingo HotSpot campaign was executed at some of the nation’s busiest airports including Chicago O’Hare, Minneapolis-St. Paul and New York’s JFK International. Friendly and knowledgeable brand ambassadors
proactively engaged and educated business travelers, as well as encouraging consumer trial by distributing Boingo Wi-Fi access cards.

EVALUATE

Throughout the campaign, Next worked with Boingo to monitor a number of metrics to track the program. Elements such as staffing levels and hours were adjusted to maximize consumer engagement. Messaging was honed to communicate Boingo’s proposition more clearly. Additionally, access pass distribution, activations and sales matching were monitored weekly as ultimate barometers of success.