Flight Centre

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Flight Centre - We Heart UK - Facebook Campaign

The Solution

Komosion presented three concepts based on the way content is consumed in the context of social media. Komosion explained that Stories (Individual Posts) are the “Atomic Particle” that feed the Facebook ecosystem.

Facebook users’ newsfeeds are a filtered, aggregated, ranked list of stories from all the things they are connected to - all their friends and all the pages that people have liked. Facebook users friends see stories in their newsfeed and if the content engages them, they usually share it.

In determining our content strategy, we reviewed Flight Centre’s recent activity, broke down its audience by gender and reviewed time-of-day engagement. We researched (via the Visit Britain destination marketing authority) the most popular destinations and activities for Australians within the UK and established a content calendar that underpinned each of our three campaign concepts.

A month-long “conversational calendar” was our campaign backbone.

We took Flight Centre’s “We love the UK” central theme (Ireland was added later) and, for social engagement, proposed to change it to a question: Why love the UK & Ireland?

Because Flight Centre wanted to acquire more page likes, w recommended the campaign include a competition. All posts were art directed and professionally copywritten. We created a range of posts designed to stimulate interaction and sharing around the prize but that also had their own intrinsic ‘shareability’.

How it worked:
1) Flight Centre sent out an EDM and Facebook posts to promote the Why love UK & Ireland campaign on Facebook.
2) The audience was driven to Flights Centre’s Facebook page to say why they love the UK.
3) The conversation started by people who know the UK, but were equally be open as a forum for people to talk about their dreams: be it to visit Old Trafford or go to Glastonbury Festival.
4) It resulted in a group of local advocates for places outside of the usual tourist destinations.

Facebook users would list whatever they loved about the UK and go in the draw to win a UK trip. The more they engaged, the more chances they got.

The Result

At the end of the campaign period, 23,903 more people were following the Flight Centre Facebook page, when compared with the number at the start of the campaign.

The campaign featured 28 posts over 22 days. Combined, the posts reached 800,817 people. Two-thirds of people reached by the campaign were reached “organically” with 530,253 posts being seen by Flight Centre Facebook followers and their friends. The campaign posts reached another 252,709 people in an advertisement or sponsored story.

Flight Centre undertook the campaign as part of a decision to experiment with new ways of engaging its customers. The company has defied gravity by persisting with a hugely successful combination of “bricks and mortar” retail outlet investment and sustained mass marketing through traditional media channels, primary television, newspaper and printed brochures.