In January 2007 Thomsonfly ran a multi-media campaign, with Out of Home as the lead medium, to raise awareness and consideration of Thomsonfly within the Newcastle airport catchment area
Campaign objectives:
- Thomsonfly had 31 destinations out of Newcastle airport to promote and the Summer 2007 flights had just gone on sale. They predominantly booked Out of Home as they felt it was the best media to raise awareness and consideration of Thomsonfly within the Newcastle airport catchment area
- Thomsonfly wanted to reach people in their everyday lives within their local community as a significant number of flights are booked from people living within Newcastle Upon Tyne. As such advertising on local transport was an ideal solution for this being an integral part of the community
- The Newcastle upon Tyne Metro and National Rail stations also provided the opportunity to reach consumers in the perfect mindset - A post Christmas holiday commuting mindset was deemed to be ideal to introduce the idea of getting away from it all to sunnier climates
- Bus Supersides were added to the mix as they provided significant coverage, especially reaching consumers on the shopping streets packed with consumers making the most of the January sales
Results
- January 2007 saw a 218% increase in passenger bookings compared to January 2006
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