Challenge: Developing the good will of the targeted audience towards the brand. Educate the target about new routes and details of the Business Elite service.
Strategy: Developed a fun interaction with the brand during high end social events to convert participants to natural ambassadors, delivered educational points through contests to win tickets. Use the buzz to illustrate the power of the brand in front of tour operators.
Achievements: engaged directly 4,500 intense global travellers in a non-commercial platform together with 200 professionals.