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Tourism and Leisure

Launching a product during a slow period using a multi-channel strategy

Challenge

Objectives

Solution

Summer, the ultimate vacation season, often means less media attention. Launching a loyalty program during this period required extra creativity to capture the attention of journalists, influencers, and the general public.

Create a viral campaign with strong engagement potential, capable of sparking the curiosity of the ebookers.fr community, connected travelers, and influencers in the travel industry.

Oxygen devised a multi-channel campaign based on a universal and engaging concept: “the first time.” This unique angle, conducive to storytelling and sharing, combined press relations, influencer activation, and social media engagement.

Plan

  • A participatory contest on social media

    A contest was launched on Twitter, Facebook, Instagram, and Vine. Internet users were invited to share their first experiences (first road trip, first flight, first night abroad) in photos, videos, or GIFs. A simple and viral mechanism, designed to maximize engagement.

  • A community of influencers mobilized

    Travel and lifestyle content creators identified by the agency were brought on board as partners for the campaign. They promoted the contest on their platforms, generating word-of-mouth buzz and qualified participation.

  • A dedicated Tumblr to amplify virality

    A Tumblr page was created to host the best contributions and encourage inspiration. Fun and visual, it showcased participants’ content and reinforced the campaign’s friendly tone.

  • Visibility guaranteed via MinuteBuzz

    To broaden its audience and reach the general public, the agency orchestrated a distribution partnership with MinuteBuzz, a media outlet with an affinity for the target audience of millennial travelers.

  • Targeted press relations

    A PR campaign was used to present the Bonus+ offer to travel, consumer, and lifestyle journalists.

    The goal was to support the product launch from a more institutional angle.

  • A closing video to end on a high note

    A video was produced at the end of the campaign to announce the winner of the contest and remind viewers how the Bonus+ program works. It was shared on the brand’s social media channels to reinforce brand recall.

Results

A successful digital campaign!

  • 78 932 consultations
  • 7 231 shares on Twitter and Tumblr
  • 6,31% global virality
  • 434k impressions on MinuteBuzz