In 2016, Aer Lingus underwent the single largest expansion of its transatlantic network in its history, including the addition of an exciting new direct route to Los Angeles (LAX). notorious was briefed to stimulate interest in the destination, in spite of its higher-priced proposition, and to depict a fresher and more attractive image of LA and portray the diversity of the city, giving the 25 – 34-year-old target audience a reason to be excited about the route announcement.
Media and influencers were invited to taste the #LAXperience at a morning event in the Marker Hotel featuring LA’s hottest new fitness trend, HoopYoga and hair-styling by celebrity stylist Lydia O’Carroll. Healthy breakfast was served as DJ Nialler9 dropped Californian beats in front of a giant LAX backdrop. Stylist Courtney Smith, fresh off the plane from LA, acted as MC.
Guests were then asked to make room for a surprise guest. Venice Beach street performers ‘The Calypso Tumblers’, flown over especially for the event, entered, performing incredible acrobatics and transporting guests to the LA boardwalk. Later, Aer Lingus brought the performers to South King Street for a photocall and on-street performance.
21 million in campaign reach
14% increase in website searches for LA and 25% increase for North America
#1 trending topic in Ireland on launch day
100% of coverage was deemed positive by media monitoring assessment