23% increase in bookings year on year
2017 bookings target exceeded by 8%
User generated content videos received over more 1.2m views resulting in 1,368 website bookings
Interactive OOO delivered 1.9m impressions with 372,000 unique views
This September, Aer Lingus launched a massive seat sale to drive sales coming into winter. The campaign needed to excite and inspire holidaymakers, getting them talking, thinking and planning their next trip. Detailed research told us that people want digital content to inform them, helping them identify locations and narrow down their options according to individual tastes. We had to carefully deploy our range of marketing tools to connect and engage our audience and increase sales.
Combining technological innovation with best-practice digital marketing, this campaign demonstrated the power of content in the right context – both online and offline. Creating a live stunt in St Stephens Green Shopping Centre to showcase the destinations on offer in the winter sale, we added real excitement to the campaign. We live-streamed an actress dressed as cabin crew from a unit in the shopping centre through to a digital screen in the middle of the centre. The ‘cabin crew member’ engaged with passers-by enticing them to the unit, extracting stories of past breaks and fond memories of holidays and giving away free holidays too.
Our research uncovered striking trends and behavioural characteristics surrounding people booking holidays. We established that people wanted content to inspire and excite them, helping them narrow down their choices. With these core aims in mind, we set about developing a carefully built strategy, supported by a variety of methods. We also wanted to talk to consumers about booking their next trip as the end of summer closed in. Back in the humdrum of everyday life, the traffic and weather, planning your next holiday gives us all a sense of optimism and escape.