Product category:
Integrated marketing
News Release from: Liquid Communications
Edited by the Marketingservicestalk Editorial
Team on 15 May 2007
Liquid campaign paints Scandinavia as
hot
Liquid Communications' latest campaign aims to turn Scandinavia into a hot summer draw for flyers, with prizes up for grabs for those signing up to Scandinavian Airlines' regular newsletter.
The press, email and DM campaign encourages holidaymakers to choose Scandinavia, with its sun, sea, sand, fjords and great weather, over the more obvious summer hotspots And those who sign up to the Scandinavian Airlines (SAS) e-newsletter "News and Offers" to find out more about the country with a cold reputation, will be entered into a prize draw to win a range of prizes
Holidaymakers will be targeted via press ads across a range of national newspapers running from late May to July.
The 25,000 members of EuroBonus, Scandinavian Airlines' frequent fliers club, will also be targeted via an email marketing campaign breaking in late May.
Alongside press and online activity runs a trade press and direct mail campaign, again focusing on Scandinavia's outdoor summer attractions and SAS' competitive airfares.
It will also incentivise travel agents by entering them into a prize draw to win three pairs of flights to Copenhagen, Stockholm, Oslo or Helsinki.
The campaign's key audiences are those who don't generally fly with Scandinavian Airlines or go to Scandinavia, EuroBonus Members, Scandinavian expats, and those signed up to the airline's "News and Offers".
Chris Boddice, director at Liquid, explained: "Holidaymakers don't immediately think of Scandinavia as a summer holiday destination, yet it has excellent weather, stunning scenery and a range of top attractions, and all a short and very competitively priced flight away.
"We are encouraging people to sign up to SAS newsletter and discover another side to the country.
"The prize draw aims to create a motivation to respond to the news that Scandinavia is not just for Christmas - it's for life!" Paula Viagi of SAS said: "We loved the simplicity of this campaign -it educates our key target audiences on what Scandinavia offers the summer visitor, our competitive air fares, and encourages them to respond to that message straight away.".
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