Brief
To promote the launch of the airline’s new twice weekly flights from Manchester to Reykjavik in 2007 to catchment area from Birmingham north to Newcastle.
Action
- Work closely with tour operator partners including Discover the World, Scantours, Original Travel and Exodus – while concurrently working with in-house Icelandair Holidays.
- Establish links with bodies such as Marketing Manchester to explore affinity projects.
- Secure Greater Manchester media attendance at launch party attended by travel trade and local dignitaries.
- Ensure key media and local figures visit Iceland to generate coverage and also to create ‘Iceland advocates’.
- Seek out affinity partners: clothing, culture, cuisine – and maximise exposure.
- Support sales and marketing initiatives including advertising and agent training.
Results
- Coverage of destination – with airline factbox – in local and regional media (Manchester Evening News, Yorkshire Post, Northern Echo, Hull Daily Mail, THE Magazine, Living Edge).
- News item and follow up stories re; agent training visits carried in national trade titles (TTG, Travel Weekly, Selling Short Breaks & Holidays, e-Tid).
- Electronic coverage including BBC Manchester, Radio WM, BBC Radio Stoke & Staffordshire.
- Icelandair an integral part of four week Nordic celebration forming a cornerstone of Liverpool European Capital of Culture 2008.
- Icelandair sponsorship of Tatton Park Picnic in the Park2007, exposing the brand to 20,000 ABC1s in northwest.