SJ, a local Radio 1 DJ, was asked to be the travel guide. EMIRATES sent her off to enjoy a weekend in Madrid. Promotional spots on Radio One announced her trip, and gave listeners a chance to win tickets to Madrid. SJ phoned in live updates every step of the way – from the chauffeured pickup, her Terminal 3 duty free experience, and even from her business class EMIRATES seat 30,000 feet in the air. Even her hotel was booked through EMIRATES – a complete experience in every way. She shared her Emirates experience with listeners, the luxury and excellent service she received right up to her singing off to go enjoy Madrid. Her experiences were shared on EMIRATES’ Facebook as well as the Radio 1 page. Madrid – the EMIRATES way! One lucky listener who SMSd into the show received 2 business class tickets to enjoy the EMIRATES Madrid experience for themselves.

Madrid never seemed closer and consumers responded with their passports in hand. - Sales were 60% higher than target goal for launch - The campaign assisted in achieving a spike of 75% over & above the actual sales forecast for the period* - Most successful campaign in Radio 1 history with 85% more daily entries than average^ - Over 360 comments and 159 likes per day on the campaign Facebook page# A route launch isn’t new, but the way it was launched was - a broadcast first that delivered real results & captivated listeners.