Soul Motion - Creative Social Media Agency
CASE STUDY
IT'S NOT WHERE
YOU THINK
Bournemouth Airport (Regional & City Airport Group)
Domestic Ryanair Dublin - Bournemouth Campaign
This campaign was a ‘follow on’ from previous promotional activities Phase 1 Part Two (Win A Trip - #NotWhereYouThink Social Competition targeted at LPL, EDI & BFS) & Phase 2 Part One (autumn traffic campaign) which was delivered through social media advertising targeting potential travellers within the regional vicinities of the departure airports in question, (Edinburgh & Belfast) as well as particular demographic groups.
CAMPAIGN
Awareness campaign promoting the Dublin to Bournemouth Ryanair Route.
CLIENT
Regional & City Airports (RCA) Group
WHEN
March - April 2022
BRIEF
Produce and deliver optimised social media advertising campaign with dedicated content to raise awareness of the regular Ryanair DUB- BOH flights and inspire visitors in Ireland to 'Plan/Book your Spring/Summer Getaway' to Bournemouth.
OUR RESPONSE
This phase built upon those previous campaigns, adapting the #notwhereyouthink campaign to focus on driving ‘awareness’ about the Ryanair route from Dublin to Bournemouth that operates 4 times weekly all year round, inspiring target audiences to ‘Plan/book your Spring/Summer Getaway’, which will be achieved through a combination of Traffic Ads, Awareness Ads and Engagement Ads from the Bournemouth, Christchurch & Poole Tourism Channels, directing traffic to the Ryanair’ “Dublin to Bournemouth” page as specified by the client.
ACTIVITY PERIOD
10th March - 10th April 2022
CONTENT
Static Imagery
Instagram/Facebook Stories
Short Videos
GEO TARGETING
Both followers and non followers within an agreed 50 mile (80km) radius of Dublin, Ireland.
THEME/TARGET MARKET
Last minute getaway/ Spring & Summer/ Discovery - Older/Younger Couples/Solo Travellers with money/time/ flexible to get away/ Families
PLACEMENT
Facebook Feed
Facebook Stories
Instagram Feed
Instagram Stories
CREATIVE EXAMPLES
This ranged from feature video, to topic-specific short videos and image posts with specific crafted messaging. ​
Executive Art Direction/Agency
Soul Motion
Producers
Regional & City Airports (RCA) Group
BCP Tourism
Copyrighting
Soul Motion
Editing
Soul Motion
RESULTS
With ads running from 10th March - 10th April 2022, reaching over 1.3 million impressions over a 4-week period and direct web traffic of 7,501.
120,900
ENGAGEMENT
112,793
VIDEO VIEWS
277,633
REACH
1.3M+
IMPRESSIONS
4.68
EXPOSURE FREQUENCY
7,501
LINK CLICKS