British Airways Takes Off

IABC Palmetto Award of Merit

Welcoming South Carolina’s first transatlantic flight to London called for a royal celebration.

Results

With 165 social posts, the campaign resulted in 2,138 new followers, 21,660 engagements and 1,082,350 impressions. #WhereIsPaddington achieved 900 entries on Facebook, a Twitter aircraft video had 43,500 views and 300+ iflyCHS fan inquiries were fielded during the launch event.

Objective

Leverage the historic event to increase engagement among existing fans and expand reach to tap new social followers.

Strategy

Build excitement around the first international flight offering by incorporating unique and lovable content about Great Britain’s culture and tourism offerings, and by capturing in-depth, real-time coverage of all launch events.

Tactics

#WhereIsPaddington giveaway campaign featured the famous bear visiting some of the Holy City’s iconic spots. Ongoing #TravelTuesdays were shared featuring London and a social media field team was deployed during the kick-off event, documenting, producing and sharing event highlights, British trivia and social stories.

#WhereIsPaddington

This marmalade-loving bear traveled to Charleston in the months building up to the air service launch. Each week, he visited a new location and iflyCHS fans guessed the popular spot for a chance to win some British swag, generating close to 5,000 social engagements.