PR Campaign Stopover Buddies  – Icelandair

Icelandair offers its passenger year round possibility to go on a transatlantic flight to North-America and have a stopover on Iceland with a maximum of 7 days without any extra fees on their tickets. To generate extra awareness around this, in early 2016 a Stopover Buddies campaign was launched. When booking a stopover the passenger had the option to discover the country with an Icelandair employee to get the local experience. For free! After the great succes of the first edition, Icelandair decided in fall 2016 to create a 2.0 version: the Celebration Stopover Buddy service. This campaign invited you to celebrate something on Iceland: for example your birthday, engagement, promotion or a local Icelandic festivity – all together with a local buddy. We took care of the PR for this campaign.

Stopover Buddies Icelandair
Stopover Buddies Icelandair
Stopover Buddies Icelandair

Who and why? Stopover Buddies Campagne – Icelandair

To push the concept of the Icelandair stopover even more, the idea for the Stopover Buddies campaign came up. Travellers who booked a stopover via Icelandair on their way to North America in the periode February – April, could also book a buddy for free. This Icelandair employee would share his or her Iceland with the passenger, so that the traveller would experience the country in a local way.

Strategy? PR offensive

Our PR stategy was focus to promote this unique campaign as much as possible by pitching the story with relevant print and online media. We also set up a few media trips from A-Z to generate quality native content.

Tools?

Stopover Buddies february – april 2016:

  • Launch:
    • media update
    • infographic
    • travel trend note (news letter item)
    • social PR
    • media lobby
  • Media trips:
    • 4 media trips (of which 1 print magazine, 1 online magazine, 1 blog and 1 Instagrammer)

Celebration Stopover Buddies fall 2016 – march 2017:

  • Launch:
    • media update
    • travel trend note (newsletter item)
    • social PR
    • media lobby
  • Media trip:
    • 6 individual trips (of which 3 print media, 1 online magazine, 1 Instagrammer and 1 vlogger)
    • 2 online media on a group trip during the Iceland Airwaves festival
  • News alerts:
    • 4 news alerts in the form of media updates and travel trend notes
    • social PR
    • media lobby to generate continuous exposure

Results: reach of 18 million people in print and online

The intensive media lobby and the set up of four media trips, resulted in 84 articles, of which were 73 Dutch and 11 Flemish. The media trips resulted in 56 social media posts. In total more than 18 million readers were reached. Highlights? Exposure in print media like NRC Handelsblad, JFK Magazine, Marie Claire, National Geographic, Telegraaf and Grazia. In the online world the sky has been the limit and Icelandair was all around on the channels of prestigious outdoor Instagrammers. travel vloggers and lifestyle bloggers!