Challenge
In 2018, Turkish Airlines challenged us to increase flights out of Vienna at a time when price-sensitive travellers in Central Europe were choosing cheaper alternative airports, such as Budapest or Košice. The airline selected Zanzibar as the campaign destination with the goal of Zanzibar reaching TOP10 long-haul list, despite the period being a low season for Zanzibar.
Solution
A blogger trip, lots of content marketing articles in 3 languages and a month-long integrated marketing campaign in Slovakia, Hungary and Czech Republic in cooperation with Pelikan, one of the biggest OTAs in the region and Pelipecky, one of the most popular online travel magazines in the Central European region.
Results
Content marketing articles were viewed 40.000x
Facebook reach – over 500 000 people
Zanzibar not only reached the Turkish Airlines list of TOP 10 long-haul destinations, but became NR.1 best-selling long-haul destination with Turkish Airlines from Vienna
When comparing the VIE-ZNZ flights during the campaign period, Pelikan recorded a 157% increase in the number of searches and 2200% increase in the number of bookings in a YtY comparison.
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