At SCR we know very well that nowadays a communications campaign cannot dispense with online media. Knowing how to take advantage of the Internet´s potential becomes even more important when your client operates within a highly competitive market, with an expert public in new technologies and when the online scene´s importance increases every year. In this case we are referring to the low cost airline company, Jet2.com
New Media
Client: Jet2.com
Campaign: Bloggers Trip
Duration: 3 months
Objectives
- To develop an innovative initiative which allowed us to reach with a direct hit a specific target group…the bloggers.
- To take advantage of the growth of clients in this specific sector.
- To set up a third party on-line conversation about the company.
Strategy
- Towards the end of 2007 we organised the first Travel Blog Competition. Travel blogs have seen strong on-line growth in the area of tourism shared by both journalists and readers voicing opinions on services including the airline.
Taking advantage of this situation, we carried out the following:
- Contact was made with the four main travel blogs.
- We invited a blogger from each one to visit with us free two of Jet2.com’s star destinations out of Spain: Leeds and Belfast.
- Following the trip, those who travelled promised to write three posts about the experience.
- The text included a question at the end and on answering the question readers entered into a draw for 2 free return flights to the cities described in the posts.
Results
The blogs were delighted by the campaign and the image of Jet2.com immediately had a positive advantage over other low-cost airlines. This delight was reflected in the magnificent stories and photos that the bloggers published.
A great number of emails were received from readers answering our question and entering into the draw.
Knowledge of the airline and its destinations were achieved in a big way. We were also able to publish the campaign in front line print media as this was the first time a campaign of this type had been organised in Spain.