Objectives:
To build awareness in the Chicago market for the launch of its daily service from Chicago to London with a highly visible, cost-efficient, newsworthy promotion that would standout from the clutter.
Solution:
In an effort to kick off their Chicago to London Shuttle Service in the Chicago market, VAA looked to develop a promotion that would allow them to interact directly with their target consumer in a memorable way as well as create a newsworthy event that would garner media attention from the morning newscasts and print media. A Guerrilla Marketing program focused on the Chicago loop was developed in response to this need. VAA brought its famed Cabin Crew to the Windy City to use as the centerpiece of the promotion and issued a Press Release to all local media outlets to inform them of the upcoming event. The cabin crew was stationed in the Chicago loop prior to the morning commute along with a team of 10 Brand Ambassadors. The promotional team distributed Virgin Atlantic branded premiums to morning commuters, offered consumers the ability to take free Polaroid photos with the VAA ‘celebrities’ and provided consumers with an opportunity to win a free pair of roundtrip tickets from Chicago to London on Virgin Atlantic’s new daily shuttle. TES provided pre-event consultation on the project, scouted high traffic areas in the Chicago Loop prior to the event and provided a highly outgoing staff to act as VAA Brand Ambassadors for the one day event. TES staff played a pivotal role in the success of the program by interacting directly with consumers as an extension of the Virgin Atlantic brand and leaving commuters with a memorable experience during their morning commute
Results:
Virgin Atlantic received thousands of impressions, successfully built awareness for its daily shuttle and garnered valuable media attention from multiple Chicago news sources including the Chicago NBC5 Morning Show.
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