Case Studies Campaign amplification

Case Studies - Travelocity

High Calibre Promotion Staff


Client: Travelocity

Agency: Exposure

Campaign: Air Guitar Campaign

Brief:

  • To bring to life Travelocity's TV adverts, detailing low cost air fares to Iceland (which hosts the Annual International World Air Guitar Championships) and to drive traffic to their website.
  • To execute PR stunt on the streets of Glasgow, Edinburgh and London to gain coverage for Travelocity.co.uk.

Target Audience:

  • Young Professionals
  • Urban 'city' dwellers
  • 18-35 yrs

Campaign Description:

Link Communication stage-managed a novel piece of street theatre to promote Travelocity.co.uk. Our actors were briefed to 'busk' in the streets of Glasgow, Edinburgh and London playing only the AIR GUITAR, whilst dancing along to 'air guitar anthems' from a hidden stereo.

Passing consumers gawped in amazement at the madness of the stunt, but couldn't help read the obligatory piece of 'busker's card-board' which said "World Air guitar Championship, Finland: flights €119 from Travelocity.co.uk". To further the impact our 'Air guitarist' gave press interviews (pre arranged) where he extolled the virtues of Travelocity, thanking them greatly for sponsoring him to go to the championships in Finland and fulfilling his childhood dreams.

Each of the journalists swallowed the story 'whole' and the PR generated was impressive (see centre pages of 'The Glaswegian') The activity was placed in areas with large volumes of footfall of the desired target audience. Busking using only an air guitar was of great novelty - and as such generated crowds of enthused on lookers and supporters, who crowded round our performers, cheering him on. In one location, a construction worker from a near by building site even made him a pretend guitar out of wood, such was the level of interaction and enthusiasm that the activity generated.

Results:

  • The street activity was seen by approx 150,000 young professionals / affluent shoppers.
  • Over £100,000 worth of press coverage was generated across the main newspapers and media across the three cities.
  • The client was extremely pleased with the execution of this activity.