Targeted ads make outbound travel soar at Milwaukee Airport

Milwaukee Mitchell International Airport (MKE) is a major hub for inbound and outbound travel in Wisconsin. With easy highway access, nonstop flights, and a prime location six miles south of downtown Milwaukee, it's a convenient option for visitors and locals alike. But just like travelers consider all their options when picking a destination, hotel, or airline, they're also open to alternatives when they have a choice of airports. Faced with local competition, including two international airports within 100 miles and multiple regional ones, as well as shifting traveler behavior, the team at MKE knew they needed to adjust their strategy if they wanted to stand out.  

Adding to the challenge is the fact that airports often struggle to access the data needed to guide strategy. This includes passenger traffic trends at nearby airports and traveler search behavior. With those insights, airports can better inform planning decisions and reduce leakage, so MKE needed an advertising partner with deep, actionable data. 

MKE partnered with Expedia Group Advertising to focus on a valuable audience: travelers in the airport’s catchment area. Instead of a broad push, the onsite display campaign focused on keeping MKE top of mind for local outbound travelers, including ones searching for nearby airports. High-impact placements — including native marquee, interstitial, and standard IAB units — increased MKE’s visibility across Expedia Group brands and apps during critical moments when travelers were actively looking and booking. 

The campaign message? Choosing MKE means a faster airport experience, direct flights, and overall savings. This came through in a variety of advertising creative that nudged locals to think about their options — and pick Milwaukee as their ideal departure point. 

By working with Expedia Group Advertising to reach the right travelers at the right time with the right message, the targeted onsite display campaign delivered measurable ROI. Year over year, average ticket sales rose, outbound gross booking value grew 19%, and the average booking window increased 10%. By meeting travelers where they were already searching, MKE turned consideration into bookings and welcomed more travelers through the airport.

With thorough reporting and campaign support, MKE could easily see how their ads were performing and what to optimize. “It’s a huge benefit to work with Expedia to track all the way down to conversion and how we increased tickets and with what airlines,” said Summer Hegranes, marketing coordinator at MKE. 

The partnership also unlocked practical insights the airport used to gain a competitive edge. Looking ahead, MKE plans to build on this momentum, doubling down on targeted advertising and using Expedia’s behavioral and search data to inform planning and airline conversations. The result is an informed, focused strategy that inspires more travelers to choose MKE.