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Dream Getaway was an integrated multi-platform advertising
programme. Targeting elite, adventurous international travelers,
the programme revolved around Dream Getaway contest that
includes both above the line and below the line elements - print,
television commercials and a dedicated campaign website as well
as point of sales materials.
The contest received over 59,000 entries from participants residing
in 98 different countries and representing 255 nationalities. More
than 460,000 messages were sent and the average message pick-up
rate was 35.3, with an average of approximately seven messages sent
per entrant.
To consolidate the airline's positioning of 'Going Beyond Expectations'
and to further reinforce the size of the airline's network, the
contest offered participants the chance to create their dream getaway
and make that a reality. Prizes, sponsored by Malaysia Airlines
comprised Business Class tickets, night stays at luxury hotels in
a destination city of choice and a two-night stopover in Kuala Lumpur,
plus the unique Getaway Theme in the destination city of choice
--from a romantic dinner for two at an exclusive restaurant to an
adventurous outdoor activity or a shopping spree with a personal
butler.
Readers of Time and Fortune were asked to choose
their destination city from Malaysia Airlines 100 international
and domestic cities along with a selected Getaway Theme from amongst
three choices-a romantic, adventure or shopping. The responses were
channeled through a site www.createyourdreamgetaway.com, which included
animated sequences integrating the theme of the print creative and
television commercials together with more details of the contest
prizes. Readers were encouraged to promote the competition through
online efforts to increases their chances to win.
The project was conceptualised for Malaysia Airlines by Time,
Fortune, CNN and Starcom along with strategic interactive partner
Web Guru Asia and Leo Burnett. Through this program, the media partners
not only developed a Multi-platform that connects directly with
more consumers, they also offered a unique opportunity for Malaysia
Airlines to reach out to a highly lucrative demographic of sophisticated
and mobile travellers.
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