Fly Like A President|海报/平面|广告营销案例【ADGuider广告指南】

像总统一样飞翔

案例简介：概要 Destinos 旅行社是哥斯达黎加的类别领导者，2017年，他们在淡季寻找新的增长方式。我们面临的挑战是直接与想要旅行的哥斯达黎加人交谈，并鼓励他们这样做，使淡季不那么低。战略认识到总统旅行过度，当他旅行时，会引起哥斯达黎加人和媒体的大量批评和对话, destinos 旅行社决定利用他的旅游议程作为他们的营销计划，创建 flylikeapresident.com。Flylikeapresident.com 将总统的每一次旅行都转化为实时促销活动，让哥斯达黎加人以折扣的方式去同一个地方旅行，并通过向总统发送推文，让哥斯达黎加人要求更多的旅行他知道其他国家发生的相关新闻值得他访问。这样做成功地将批评转化为对他旅行的支持，并使 flylikeapresident.com 成为哥斯达黎加人想要旅行的地方。相关性 Destinos 旅行社创建了 flylikeapresidente.com (volacomoelpresidente.com)，一个促销平台，利用哥斯达黎加现任总统路易斯 · 吉列尔莫 · 索利斯频繁而夸张的旅行。这使他们能够在淡季宣传哥斯达黎加人可以以低价访问他访问的相同目的地。为了获得新的折扣利用同样的平台，哥斯达黎加人可以试图说服总统去其他地方旅行，向他发送其他国家发生的相关新闻的推特，这将值得他访问，换句话说, 发推文找借口让他去其他目的地结果截至今天，已经激活了 20 多个报价。超过 4000 条推文被发送给总统。每次总统旅行 # VolaComoElPresidente 成为热门话题。哥斯达黎加人围绕该平台创造了 1,000 多条自己的内容。我们接触 180万独特的人。130万社交媒体互动。在竞选期间，volacomoelpresidente.com 在一个拥有 150万人口的国家有 400万人口。与 2017年的销售相比，淡季的销售收入增长了 38%，最棒的是，哥斯达黎加人不那么讨厌总统的旅行。执行媒体在 2017年10月2日揭露了总统夸大的旅行议程，Destinos 旅行社决定利用这次谈话在 2017年11月1日，也就是总统去伦敦的那天，推出 flylikeapresidient.com。这次发布是在早上，作为对所有批评总统新行程的媒体在 Facebook 上的新闻帖子的社会干预，接触到对每一条新闻发表评论的人。晋升从总统抵达伦敦开始，到他离开时结束。总统每次去另一个国家都会重复同样的宣传动态。当他不旅行时，网络激活了一个实时国际新闻平台，人们可以通过推特发送给总统, 说服他去这些新的目的地旅行。活动描述路易斯 · 吉列尔莫 · 索利斯 (Luis Guillermo sol í s) 是哥斯达黎加现任总统，也被称为旅行总统，因为他自 2014年上任以来，已经去过世界 25 个不同的国家 30 多次, 打破了哥斯达黎加历史上所有的总统旅行记录。Destinos 旅行社创建了 flylikeapresident.com，这是一个与总统议程同步的移动平台，实时显示了总统的位置。每次总统旅行时，在他到达目的地的那一刻，一个新的折扣就被激活了。这个提议持续了他整个逗留期间。当总统不旅行时，哥斯达黎加人可以试图说服他去其他地方旅行，向他发送其他国家发生的相关新闻的推特，这将值得他访问。

像总统一样飞翔

案例简介：Synopsis Destinos Travel Agency is the category leader in Costa Rica and in 2017, they were looking for a new way to grow during the low season. Our challenge was to speak directly to Costa Ricans wanting to travel and encourage them to do so, making the low season not so low. Strategy With the understanding that the president travels excessively and that when he does it generates a lot of criticism and conversation amongst the Costa Ricans and the media, Destinos Travel Agency decided to use his travel agenda as their marketing plan creating flylikeapresident.com. Flylikeapresident.com converted each one of the President trips into a real-time promotion for Costa Ricans to travel to that same place with a discount and made Costa Ricans demand more trips from the president by sending tweets to him of relevant news taking place in other countries which would merit his visit. Doing this managed to turn criticism into support for his travels and made flylikeapresident.com the place for Costa Ricans wanting to travel. Relevancy Destinos Travel Agency created flylikeapresidente.com (volacomoelpresidente.com),a promotional platform to take advantage of the frequent and exaggerated trips of Luis Guillermo Solis, the current president of Costa Rica.This allowed them to promote, during the low season, that the Costa Ricans could visit the same destinations that he was visiting at a low price.To get new discounts, using the same platform, Costa Ricans could try to persuade the president to travel elsewhere, sending him Tweets of relevant news taking place in other countries, which would merit his visit, in other words, sending Tweets with excuses for him to travel to other destinations Outcome As of today, more than 20 offers have been activated. Over 4000 tweets were sent to the President. Every time the President traveled #VolaComoElPresidente became trending topic. Costa Ricans created more than one thousand pieces of their own content around the platform. We reach 1.8 Million unique people. 1.3 Million Social Media Interactions. During the campaign, volacomoelpresidente.com had a traffic of 1.5 million people in a country of 4 million. Sales revenue rose 38% during the low season compared to the sales of 2017, and the best of all, Costa Ricans hated less the President's trips. Execution The media exposed the exaggerated travel agenda of the president on October 2, 2017, and Destinos Travel Agency decided to take advantage of the conversation to launch flylikeapresident.com on November 1, 2017, the day the president traveled to London. The launch was made in the morning, as a social intervention in the news posts on Facebook of all the media that criticized the president's new trip, reaching people who had commented on each news item. The promotion started when the president landed in London and ended when he left. This same promotional dynamic would be repeated every time the president traveled to another country. When he wasn't traveling, the web activated a platform in of international news in real time with a possible national interest, that people could send to the president via Twitter, to convince him to travel to these new destinations. CampaignDescription Luis Guillermo Solís is the current president of Costa Rica, also known as THE TRAVELING PRESIDENT because he has made more than 30 trips to 25 different countries around the world since he assumed his mandate in 2014, breaking all presidential travel records in the history of Costa Rica. Destinos Travel Agency created flylikeapresident.com, a mobile platform synchronized with the Presidential agenda, which showed, the President’s location in real time. Every time the President traveled, a new discount was activated at the very moment he reached the destination. The offer lasted for the duration of his entire stay. When the President was not traveling, Costa Ricans could try to persuade him to travel elsewhere, sending him Tweets of relevant news taking place in other countries which would merit his visit.