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.
BRIEF
Produce and deliver optimised social media advertising campaign with dedicated content to raise awarness of the regular Ryanair DUB- BOH flights and inspire visitors in Ireland to 'Plan/Book your Spring/Summer Getaway' to Bournemouth.
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.
Promotional activity period from: 10th March - 10th April 2022.
Targeted campaign to both followers and non followers within an agreed 50 mile (80km) radius of Dublin, Ireland.
Content: Static Imagery/ Facebook/Instagram Story / Short Videos Placement: Facebook/Instagram
Theme/Target Market: Last minute getaway/ Spring & Summer/ Discovery - Older/Younger Couples/Solo Travellers with money/time/ flexible to get away/ Families
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
Produced by: Soul Motion
Exec Producers: BCP Tourism/Regional & City Airport (RCA)
Copywriting: 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.
ENGAGEMENT: 120,900
VIDEO VIEWS: 112,793
REACH: 277,633
IMPRESSIONS: 1,300,047
EXPOSURE FREQUENCY: 4.68
LINK CLICKS: 7,501 (to the directed landing page)
