Top-flight publicity

To increase awareness of Birmingham International Airport’s long-haul destinations and highlight its advantages over competitors, we devised and executed a design and PR campaign that publicised flight routes, generated media interest and helped increase newsletter subscriptions.

Tactics

  • Pop up promotion at Birmingham Bullring
  • Creation of exhibition panels
  • Publicity drive with flight attendant and pilot-dressed ambassadors
  • ‘Give-a-way’ handout activity
  • Creation of holiday competition
  • Competition strategy with press media
  • Design and production of adverts
  • Online interaction and data capture
  • ‘Cloud Nine’ database development
  • Positive and extensive media coverage

Results

Our competitions attracted a total of 571 entries, and media coverage across four partner newspapers, including full-page and two-page features and several front-page promotional panels, all branded with the Birmingham International Airport logo.

Competition winners chose holidays to Las Vegas, Mauritius, the Caribbean and Jamaica, and the follow-up coverage served to highlight the breadth of destinations served.

This pop-up activity saw a 31% uplift in subscribers to the newsletters with long haul destination bookings up 12% amongst partner airlines.