Insight
Iceland’s main airline Icelandair was keen to build awareness of its stopover service in Iceland on flights between Europe and the US. The offer allows passengers travelling with the airline to stop off in Iceland for up to seven nights at no additional airfare charge.
Strategy
In partnership with OMG International, Mobile5 and Talon Outdoor, Blackjack Promotions created a campaign which would see Icelandair ambassadors target tourist spots in the city centres of Paris and Amsterdam, to build awareness of the service.
“As European gateways to America, Amsterdam and Paris seemed like obvious choices for promoting Icelandair’s stopover service,” says Natalie Riches, Account Director, Blackjack Promotions. “By targeting key tourist hot spots, we could be extremely targeted with this campaign.”
Execution
For one day only, in each of the city centres, promotional staff wearing branded Look Walkers took to the streets to target tourist hotspots and engage with tourists by promoting a free mobile Wi-Fi service, provided by Icelandair, helping them to avoid data roaming charges.
In exchange for the free Wi-Fi the customer was encouraged to interact with some exciting, bespoke 360 degree panoramic Icelandair content, created by Mobile5, which showcased spectacular views of Icelandic scenery highlighting some of what the country has to offer.
“We wanted to create standout in a cluttered marketplace and promote Icelandair’s unique Stopover offering in an interesting way,” says Farrah Esmail, Account Manager at OMG International. “To showcase the product, we infiltrated stopover moments that our audience were having in day to day environments (queues etc.) and made them that much better with free Wi-Fi and light refreshments. We also eradicated stopover boredom and gave people the opportunity to virtually experience a trip to Iceland via Oculus rift technology or their own mobile phones.”
Results
The two-day campaign was a great success. In Paris, 669 tourists stopped to interact with the content in order to use the free Wi-Fi, with an average engagement time of 48 seconds. In Amsterdam, 435 unique users spent an average 43 seconds engaging with the Icelandair content.