Cannes Lions

Icelandair Stopover Buddy

THE BROOKLYN BROTHERS, London / ICELANDAIR / 2017

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Credits

Overview

Description

A UNIQUELY ICELANDIC SERVICE:

THE ICELANDAIR STOPOVER BUDDIES

We decided to challenge the market by reframing an Icelandair Stopover as a benefit not a problem. In this time pressured world, we reasoned our Experience Hungry target audience would consider an extra Icelandic break on their way across the Atlantic.

Our creative breakthrough came from two data-points. 80% of Americans feel embarrassed for looking like a tourist during their holidays and Britons overspend £17bn yearly on holidays due to lack of local knowledge.

We created Icelandair Stopover Buddies - a free service offering passengers an Icelandic Buddy as a host during their Stopover. Not just any Buddy, we used our friendly staff with unique interests to help people make the most of their time. Even our CEO took part.

The Stopover Buddy service overcame the problem of local knowledge and provided a solution unique to Icelandair.

Execution

LAUNCHING BUDDIES INTO CULTURE

To generate excitement at launch, we ran a strategic global sell-in with targeted pitches across relevant media sectors and placed CEO interviews with our hero broadcast titles.

To drive mass awareness internationally beyond travel media we developed a robust asset package to deliver earned, owned and paid media. The full package included Hero, Hub and Hygiene films, a wide range of Buddy imagery and biographies, B-roll content for broadcast, a local market toolkit and global research on the ‘local expertise’ travel trend.

Throughout the year, we grew momentum with in-depth features and bespoke press trips for vertical media and SoMe influencers. Each was matched through our Buddies’ passions (e.g. adventure, health and culture) to ensure they had a unique story and content to share. We also targeted profile opportunities with Buddies e.g. a female captain for women’s lifestyle and issued news alerts around key dates.

Outcome

BUDDIES IN THE MEDIA

Through a targeted editorial strategy, Stopover Buddies generated 525 pieces of coverage, overachieving our target by 163%.

Over 99% of the coverage was positive and 32% included ‘Icelandair’ in the headline. Key titles included BBC The Today Show, CBS, Mashable, PSFK, The Guardian, New York Times and Toronto Star.

Stopover Buddies delivered a total of 2.1bn earned media reach across key markets (France, Germany, Netherlands, Belgium, UK, Scandinavia, Canada & North America) worth £106.1m in media value.

BUDDIES IN CULTURE

Through the entire campaign period Stopover Buddies achieved 6.3m owned video views and over 105,917 engagements across all SoMe content.

“This is the coolest thing ever. We have never flown Icelandair but now can’t wait to check out Iceland on our way to France.”

– Melissa Chureau via Facebook

SoMe alone delivered record CTR to the website of over 64,903, creating priceless web traffic for Icelandair.

BUDDIES IN THE BUSINESS

Stopover bookings grew a record 31% in the key campaign period.

As a result, transatlantic bookings soared by over 160,000 in the period, 39% higher than forecast.

The Stopover Buddies experiences also generated record-breaking recommendation, with +90% of customers recommending the service:

“After the experience that I have had here, I will definitely be recommending Icelandair and Iceland to anyone / everyone I meet :) Your program is unique and I hope the Stopover Buddy experience continues into the future.”

- Laurna Ariyaratnam

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