Brief
Generate coverage to promote Icelandair’s new route from Manchester to Reykjavik.
Action
- Establish links with bodies such as Marketing Manchester to explore affinity projects.
- Secured Greater Manchester media attendance at launch party attended by travel trade and local dignitaries.
- Ensured key media and local figures visited Iceland to create ‘Iceland advocates’.
- Sought out affinity partners: clothing, culture, cuisine – and maximise exposure.
- Supported sales and marketing initiatives including advertising and agent training.
Results
- Coverage 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 media.
- 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 Park 2007, exposing the brand to 20,000 ABC1s in northwest.