MAG, the owners of Manchester, London Stansted, Bournemouth and East Midlands Airports has announced its entry into the performance marketing space offering a selection of programmes for its car parking product range. Run through its chosen performance network, Webgains, the program is due to launch in July and will provide MAG with increased visibility in the online space and a new customer acquisition strategy. It will also deliver increased ROI from the overall MAG marketing portfolio.

New to the performance channel, MAG chose Webgains because of its expertise as well as its purposeful strategic vision and its industry renowned ‘partnership’ approach. The relationship with Webgains will provide a new and potentially lucrative source of untapped revenue for the owner of some of the UK’s largest airports, allowing it to sit alongside its competitors already established in the space.

MAG has released details of some of its proposed initiatives with Webgains which include the setting up of various publisher incentives and competition-based campaigns. MAG will be creating bespoke, co-branded booking journeys for top publishers, creating a more secure and trusting relationship with its most profitable partners. They are also interested in working with travel websites and will be providing them with customised promotional tools such as widgets and API access.

Webgains UK’s Managing Director, Stephen Kerin remarked, “We are thrilled to have the opportunity to work with MAG. The fast-paced nature of its business and shifting acquisition needs, make this an exciting space to work in and will allow us to trial new strategies. There’s real potential in this partnership and we’re confident we’ll be able to deliver great results.”

Meanwhile Webgains Key Account Manager, Alona Malinovska, commented: “It’s rare to see such a proactive approach and it’s great to see such strong forward planning. MAG has demonstrated a high level of engagement which has resonated well with publishers and which I’m sure will be instrumental in the success of the program.”

MAG’s Commercial Director for Car Parks, Nolan Hough, said: “We are delighted to have on board such a pro-active partner who shares our vision. Through working with Webgains, we hope to establish our own footprint within the affiliate marketing channel. It’s heavily competitive for airport parking as it stands and we want to get the brand better recognised as the official provider. We also want to utilise the channel as an additional tool to change the perception that airport parking is expensive, when it can be good value for money when booked online in advance.”

Across all four of MAG’s airports, MAG has just over 70,000 parking spaces which suggests that there is a big opportunity for the Group to flourish in the performance marketing space, and partnering with expert network Webgains, will only aid to this opportunity becoming a success.