Target Audience & Strategy
Kapnos Airport Shuttle set out to increase summer bookings and position itself as the top airport transport choice in Cyprus. We segmented the audience into 10 intent-based groups — including tourists, business travellers, and hospitality partners — each tied to high-performing search themes like “Cyprus bus” and “Larnaca airport to city centre”. This allowed us to reach users at the exact point of travel intent, ensuring relevance and maximising conversion potential.
Implementation & Creativity
We built a full-funnel Google Search strategy based on three pillars: optimised landing pages with visuals and video, a clear and trustworthy brand voice, and messaging focused on Kapnos’ core strengths — reliability, convenience, and service quality. Every step of the journey was crafted to reduce friction and make booking feel simple, professional, and worth switching for.
Challenges & Solutions
In a market dominated by private car use, our biggest hurdle was changing perception. We shifted focus from price or practicality to positioning Kapnos as a modern, reliable, and eco-conscious choice. By delivering consistent, benefit-led messaging and aligning with user intent, we influenced not just bookings — but behaviour.
Results & Evaluation
The campaign drove a 53.8% year-over-year increase in bookings, in just three months — exceeding the initial goal of +20%. More than a performance win, the campaign repositioned Kapnos as the go-to shuttle brand in Cyprus and proved that even embedded habits can be shifted with the right strategy.
