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CREATING LIFT-OFF FOR QATAR AIRWAYS

The Challenge

Launch Qatar Airways’ new route from Doha to Sydney, promoting the airline’s premium in-flight service and extensive routes to Europe from Doha, to distinguish it from key competitors.

CREATING LIFT-OFF FOR QATAR AIRWAYS

The Solution

Working closely with Qatar Airways’ events team, Red Agency undertook a three-pronged approach to the Sydney launch:

  • A branded Qatar Airways coffee giveaway hosted in the Sydney CBD, with an Instagram competition offering the chance to win flights.
  • A media relations campaign to greet the first flight at Kingsford Smith Airport, hear from key Qatar Airways executives and have a one-on-one interview with Qatar Airways Group CEO, His Excellency Akbar Al Baker.
  • An exclusive gala dinner event attended by 350+ of Sydney’s key political and business decision makers, travel industry, key stakeholders, celebrities and influencers.

The Results

151 media clips
98M reach
119 minutes of TV and radio
47 social media posts by paid celebrities
11M people reached by celebrity social posts
2.1M people reached by unpaid celebrity social posts

Categories

Aviation, travel and tourism
Consumer marketing
Event management
Celebrity engagement
Media relations
Influencer relations
Stakeholder management

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MAKING KENYA COMPELLING

The Challenge

In early 2015, Kenya’s Ministry of East African Affairs, Commerce & Tourism turned to Red Agency to help it recover from one of the nation’s worst tourism slumps following Al Shabbab terrorist activity with a six-month campaign.

We needed to move the perception of Kenya from a high risk destination to a safe travel option, communicate the country’s wider proposition over and above safaris and the Maasai Mara, and promote its breadth of wildlife and high-end luxury offerings.

MAKING KENYA COMPELLING

The Solution

Our core strategy was to put Kenya in travellers’ consciousness with big ticket campaigns, including Herd Tracker, the world’s first live web broadcast of the Great Migration via Periscope, whilst dialling up positive news stories for the country’s safe destination areas across travel, luxury, adventure, wilderness and family media.

We used pertinent hooks such as World Elephant Day to ensure story relevance and leveraged Kenya’s leading conservation work to drive a positive news agenda off the back of global stories such as Cecil the Lion.

The Results

Repositioned Kenya as a natural beauty with unique wildlife, vibrant culture and a destination in its own right
Demonstrated support for Kenyan initiatives like Herd Tracker and Make It Kenya
Created targeted media programs around key calendar events
100+ high profile Tier 1 media clips in just 6 months

Categories

Travel and tourism
Consumer marketing
Media relations
Social media

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BREAKING RECORDS FOR VIVID SYDNEY

The Challenge

Vivid Sydney, the world’s largest festival of light, music and ideas, is a major driver of visitors to Sydney, Australia, during winter, and adds millions of dollars to the New South Wales economy. It is owned, managed and produced by Destination NSW, the State Government’s tourism authority.

In 2016 Vivid Sydney ran for an extra five nights (23 in total) and included more light precincts and music and ideas events. Despite the size of the festival, a limited advertising budget existed. PR needed to encourage more visitors to see and experience Vivid Sydney for more nights.

The Solution

Our overall strategy was to become a content hub for Vivid Sydney with bespoke multimedia content created in partnership with media outlets, targeted by audience passion point, using new technologies such as drone footage and 360o video to offer new perspectives. This helped to overcome issues with diminishing media resources, prevent media fatigue by offering new glimpses into the festival and behind-the-scenes stories, and create shareable content for local and international media to ensure fast, frequent coverage.

A comprehensive campaign including launch events, newspaper lift-outs, live broadcasts and interviews ensured mass media coverage from program announcement to lights off and success marketing.

The Results

More than 2.31 million visitors, up 35%!
Visitor spend up 75% to $110M
88,300 travel packages sold, up 104%
15,880 media clips generated, reaching 15B + eyes, up 287%
2000 + broadcast segments, 62 hours of TV time
Visitor spend up 75% to $110M

Categories

Travel and tourism
Consumer marketing
Stakeholder management
Government relations
Content marketing
Media relations
Influencer relations

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Creating Malaysia Fest 2016

The Challenge

Red Agency was given the daunting task by the Malaysia External Trade Development Corporation (MATRADE) of conceiving, planning and executing the staging and promotion of Malaysia Fest 2016, a two-day celebration of all things Malaysia to take place on 4-5 December 2016. We needed to get at least 25 booth-holders and 15,000 visitors, despite having a restricted budget, no venue and just five weeks during the pre-Christmas rush to pull it off.

MALAYSIA FEST 2016

The Solution

We secured Pyrmont Bay Park, mapped out a multi-layered, sensory experience to promote Malaysia as a perfect holiday destination, Malaysian cuisine, the fashion and lifestyle scene, and the country’s unique culture, and activated our contacts as well as MATRADE’s own database to quickly fill the booths.

At the centre of the action was a bright, branded stage, the focal point for an ongoing entertainment program including cultural displays, music, dancing, cooking demonstrations and destination films, curated by Red. We staged an opening ceremony and hosted Honourable Dato’ Sri Mustapa Mohamed, Minister of International Trade and Industry on a walk-around.

A website was created as the promotional hub, while Facebook and paid digital advertising campaigns, earned media outreach and flyer distribution drove awareness, buzz and key message penetration.

The Results

Despite the enormous timing, cultural and budget challenges, the event was a huge success and delivered beyond the KPIs set.

18,300 Malaysia-lovers attended – 3,300 over target
35 booth-holders secured – 10 over target, with takings ~$100K
60+ positive stories including major metro newspaper pieces
Facebook event attracted 6,300 interested in attending, 1,200 definitely attending and 2,200 shares
Digital event ads drew 5,535 responses – $2.92 per response
Engagement ads drew 419 responses – 64c per response

Categories

Trade development
Travel and tourism
Food and hospitality
Consumer marketing
Integrated campaigns
Experiential events
Event management
Social media
Digital advertising
Stakeholder management

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Rebuilding Trust in Malaysia Airlines

The Challenge

After the 2014 tragedies of MH370 and MH17, we had the massive challenge of rebuilding trust in Malaysia Airlines. The airline couldn’t be seen to be engaging in costly marketing campaigns at the expense of consideration for the victims and their families, and a company restructure meant the impending loss of thousands of jobs.

The Solution

The communications strategy was encapsulated in one word: advocacy. We filled an information void with constant updates, strategic interviews, behind-the-scenes tours and a stream of positive news, and encouraged respected experts, travel trade and Government officials and media outlets to champion the brand. We secured Malaysia-connected celebrities as airline partners – TV cook/presenter, Poh Ling Yeow, and tennis star, Nick Kyrgios, whose mother is proudly Malaysian, and leveraged their involvement through creative, integrated campaigns spanning multiple touch points.

At the same time, issues were managed in a proactive fashion to limit their effect on our positive outreach.

The Results

Passenger numbers 7.8% ahead of what they were immediately prior to MH370’s disappearance
700 positive pieces of TV, print and digital coverage reaching 70M pairs of eyes
800K + video views on YouTube and social
150+ positive social posts by media and ambassadors

Categories

Aviation, travel and tourism
Issues and crisis management
Consumer marketing
Trade relations
Stakeholder management
Content creation and marketing
Ambassadors
Advocacy
Media relations
Influencer relations
Integrated campaigns

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