bmi – a fully integrated route launch campaign
Focusing on three of the Caribbean’s key attractions, cricket, weddings and beaches, Mere PR’s experienced travel team devised a fully integrated 12 month campaign that included media relations, consumer sampling, inaugural flight celebrations and radio activity to promote bmi’s trio of services to Barbados, Antigua and St Lucia – we even had a mobile Caribbean beach bar complete with sand and cocktails on the back of a low loader lorry!
Celebrities with homes and connections to the Caribbean were researched and invited to take part in photocalls and endorsements and the trade audience was targeted with a series of interactive ‘beach party’ style events and roadshows. All of this was delivered in addition to the standard travel press office activity that included media calls, one to one briefings, news releases, trade press feature exploitation, press competitions and a comprehensive programme of individual and escorted media visits to all three islands.
Leaving no stone unturned in our quest to make the world aware of bmi’s trio of new routes, the campaign successfully generated in excess of 300 cuttings worth nearly £2million pounds and was recognised with three prestigious award accreditations from the CIPR – including a national GOLD Grand Prix. |
