Let’s winter. Let’s flybe.
flybe
A channel-first creative campaign to increase awareness of flybe’s winter schedule.
Objectives
1. To raise awareness of flybe as a regional airline across their Belfast and Birmingham hubs and the rest of the network.
2. To drive regional conversion for key routes with a flexible campaign platform that enabled multiple destination executions.
Insight
Post-lockdown, there has been an increased desire for spontaneity. Consumers are seeking out ways to experience moments of joy – even in the colder winter months.
Solution
A channel-first campaign built around an engaging film for YouTube pre-roll, destination focused Meta campaigns and Google Responsive Display, all featuring targeted messaging to support ongoing paid search, supported by proactive PR stories, eCRM and owned social activity.
Results
During the three-month campaign, we saw:
– Over 42,000,000 impressions
– Over 1,000,000 views
– 261,576 link clicks
– Almost 50,000 conversions
Responsive Display formats saw an average £1.34 cpc vs. £81 industry average, with the 8.69% conversion rate also soaring above the 0.51% industry average.
Combined cost per ticket sale was under £5 per ticket sold (incl. all media spent).