Cannes Lions

AIRLINE TRAVEL

PROXIMITY CHINA, Shanghai / AIR NEW ZEALAND / 2007

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Overview

Entries

Credits

OVERVIEW

Outcome

Seat sales exceeded expectations achieving around 90% pre-sale before inaugural flight, and over 80% for the post launch December & January period.Total seat sales are 5% higher than forecasted.

PR results were phenomenal with approximately 1.2 Million USD worth of coverage generated from the campaign – reaching an audience over 30 million people.

The blogging website received over 100,000 unique visitors during campaign period.

Actual visitor arrivals from China have increased by 28% for year-end February 2007, while market share of the new service is approximately 36%, which is 4% higher than our forecast.

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