Aer Lingus #LAXperience
Aer Lingus came to notorious PSG with a really fun brief – the consumer launch of their new direct route to Los Angeles, California! The announcement was part of the airline’s transatlantic route expansion and the destination lent itself to having a unique and energetic launch campaign. Aer Lingus were keen to capture the media and public’s imaginations by showing them the many different sides of L.A.
What we did
The inaugural flight DUB – LAX was due to depart from T2 Dublin Airport on May 4th so we co-ordinated our PR activity for exactly one week in advance, on 27th April. To engage media and create huge hype on social media, we hosted an early morning event, kicking off at 7.30am, in The Marker Hotel and invited a selection of 50 Irish media to come along and start their day the L.A. way!
Upon entering the event space, guests were ushered through an Aer Lingus check-in desk and into the main event space which was a visual feast, filled to the brim with L.A. vibes. Stylist Courtney Smith, herself fresh off the plane from L.A., welcomed the guests and played the role of MC throughout the morning.
A healthy Cali breakfast was served up featuring fruit platters, paleo balls, protein shots and green juices. There was even a smoothie maker powered by static cycling which the more energetic media were keen to try. In another zone, yogi Lauren Bamford demonstrated some HoopYoga moves – a Hollywood fitness trend which incorporates Vinyasa Flow with Hula Hooping! Covering off the L.A. aesthetic, celebrity session stylist Lydia O’Carroll tended to media’s tresses, recreating Coachella inspired hair styles featuring plenty of braids and beachy waves.
With all of this activity ongoing, media were getting snap-happy at our giant LAX sign and enjoying the Cali-inspired tunes coming from the decks of Nialler9. Guests were encouraged to tweet and Instagram using #LAXperience for the chance to win a pair of return flights to Los Angeles courtesy of Aer Lingus.
The showstopper of the whole event, however, was the unexpected (for guests) arrival of The Calypso Tumblers – a 5 piece Venice Beach street performance act, flown over especially for the event by Aer Lingus. The troupe entered the room from a side door and dominated the whole event, wowing the gathered guests with their acrobats, gymnastic ability and skillful dance moves. The 5 piece act performed a whole routine, exactly as they do day in day out on Venice Boulevard for millions of tourists, which culminated in one member flipping over the 4 other troupe members. Needless to say, the performance concluded to rapturous applause and the media left The Marker Hotel invigorated, excited and still in time for a 9am start at work!
Having The Calypso Tumblers in Dublin, it would have been a pity not to show them a bit of Dublin town so we brought them to South King Street for a lunchtime performance. The act had no problem in drawing a large crowd and as the audience clapped and cheered, the dancers told them all about the new Aer Lingus route to Los Angeles. Photocall imagery, social diary shots and a press release were also issued to media on the day.
#LAXperience was the number 1 trending topic in Ireland that day with over half a million accounts reached. Media feedback after the event was incredible with many citing it as one of the most fun media events they had been to in recent times. The launch announcement, event and photocall images were featured in 8 national print publications and 20 online news sites.
Aer Lingus Hartford & Newark
Aer Lingus came to notorious PSG with a really exciting brief – the consumer launch of two new routes to Newark and Hartford – a brief we were enthused by and keen to get stuck into! The announcement was part of the airline’s transatlantic route expansion and the destinations lent themselves to having a colourful campaign activation.
What we did
To put these two new destinations on the map for Irish travellers we created a giant game of Guess Who? in a high footfall location in Dublin’s city centre to engross the public and media, creating a buzz on social media. Newark and Hartford are the hometowns of some of America’s most famous exports, so we used these recognisable faces in the massive experiential game of Guess Who?
The outdoor activation was pre-promoted through a note informing media them that Aer Lingus was hosting a giant game of ‘Guess Who?’ in Grand Canal Dock and giving away a whopping €10,000 worth of flights in celebration of the launch of two new cross-Atlantic routes.
The game featured two sides, one side of recognisable faces from Newark/New Jersey and the other side from Hartford/Connecticut. From the crowd gathered by curiosity, two people were selected and pitted against each other in each round. Members of the public were challenged to guess, through the process of elimination, which Newark or Hartford celebrity the opponent had on their board. One victorious winner, from each of the multiple rounds, won a pair of return flights to one of the US East Coast destinations, courtesy of Aer Lingus!
In order to reach a mass audience we partnered with 98fm who delivered the key messages around the announcement of the routes through a fun, interactive quiz and pre-promoted the event with online news and lifestyle websites to ensure high attendance on the day. 98fm’s DJ Dara Quilty was also on hand to MC the game and with a little help from DJ Gill Murphy spinning the hits, attendance on the day was incredible and the queues didn’t stop!
The experiential activity engaged the target Aer Lingus consumer audience and media in a fun and innovative way with great results.
The activation positioned the airline brand in line with the Aer Lingus ‘Smart Flies’ marketing messaging.