We launched the platform ‘The Passport Initiative’ which sees to spend ad budgets on actually helping people to travel by sponsoring their passports. Initially we launched it in Turkey, the country with the most expensive passport in the world. The Passport Initiative was kicked off with a launch film highlighting the issue and encouraging people to apply for a passport on the campaign website. Anyone could apply, they only had to visit the campaign site on momondo.com and share their story. And to help with the application process we partnered up with the Turkish non-profit organization, System&Generation, who specializes in helping Turkish people obtain passports.

More importantly, The Passport Initiative sparked thousands of conversations nationwide reaching millions of Turkish people who started dreaming about traveling once again.

We launched the platform ‘The Passport Initiative’ focusing on Turkey as they have the most expensive passport in the world. The Passport Initiative was kicked off on Momondo’s Turkish Facebook page and on their YouTube channel with a 1 minute and 30 second launch film highlighting the issue, and encouraging people to apply for a passport on the campaign website. The post has so far generated more than 75,000 engagements and the film almost 3 million views. Furthermore, we partnered up with 30 big Turkish influencers within the travel segment, and reached mainstream media with a carefully planned PR and seeding strategy which helped reach millions of people and start tens of thousands of conversations nationwide across all channels.The Passport Initiative launched April 26th and is still live. It’s planned to be live until August 1st and to roll out into other markets.

Only a few days after the launch, The Passport Initiative had already sparked thousands of conversations nationwide reaching millions of Turkish people who started dreaming about traveling once again. The Passport Initiative keeps going and will by end of the push have given out more than 80 passports, and Momondo.com is now planning to roll it out into other markets. The Passport Initiative has just started, but already within the first week of launch the results came in:

Media impressions: 37.3 million

Reach: 6.5 Million

Post engagement: 73,000

Video views: 2.75 million

Website site traffic: Please see the confidential information for the jury

Facebook page like: +959%

Facebook Page followers: +990%