CAMPAIGN VIDEO
THE BRIEF
V Australia needed to increase sales on its Sydney to Los Angeles route, but rather than get into a price war, they wanted to grow the segment and attract new travelers.
Our challenge: Put bums on seats with V Australia’s new "3 Day deals to LA".
THE SOLUTION
We had to put LA within people’s reach and show that it was "doable" in 3 days. We did this by demonstrating exactly how you could experience LA in just three days; or rather 72 hours; or rather 4,320 minutes.
So, we ran a promotion using online, print and a major radio network to recruit the most energetic and enthusiastic 3 Aussie friends we could find who would be willing to fly to LA for 72 hours of non-stop action.
The catch - they had to share all of it with the rest of the world by twittering every minute of their trip - all 4,320 of them.
The prize - a round the world ticket on the Virgin Airlines group.
THE RESULTS
In just 3 weeks:
the campaign reached over 15 million people,
generated 116,663 visitors to the site and
visitors spent an average of just under 5 minutes on the site
Also the website "flight deals" info button had a click through rate of just under 50%
V Australia was so pleased with the results and awareness raised, that 4320Sydney was launched weeks later.
"The fact that we were planning 4320Sydney before 4320LA finished, speaks volumes as to how much we value this idea."
Michelle Lee, Group Marketing Director, V Australia
CAMPAIGN ELEMENTS
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