“Take Flight”

SUMMARY:

In 2015, Norwegian Airlines, having spent less than five years in North America, aimed to broaden their brand recognition by targeting diverse markets, particularly the African-American travel demographic. Through a pioneering content strategy that involved engaging a range of travel influencers and journalists, we achieved remarkable success.

We collaborated with the North American Public Relations & Marketing Director of Norwegian Airlines to create and execute an influencer marketing campaign for Finland, incorporating video, social media, and data tracking.

ROLE: Influencer Marketing Content Strategist & Launch Manager

CLIENT: Norwegian Airlines, North America (USA)

Launch Campaign Deliverable | Social Media Image for the Diversity Influencer Campaign

INDUSTRY: Aviation, Travel + Tourism

CAMPAIGN GOALS:

•  Increase website traffic to dedicated landing page by 13%

•  Redeem 200 unique coupon codes to track analytics for campaign

• Create momentum and excitement to explore a unique destination in Scandinavia

CHALLENGES:

• Lack of brand awareness and exposure in the North American travel market

• Limited understanding of Black American buyer and consumer behaviors in Black American travel marketing segment

• Getting a niched segmented demographic interested in a unpopular destination

STRATEGY:

I collaborated with Norwegian to create a unique, fun, and “edgy” campaign for the brand to tap into a diverse market segment. By creating strategy to identify diverse travel influencers, ideating on content curation, advising on metrics to pull, and campaign execution.

SOCIAL PROOF OF CAMPAIGN RESULTS :

THE FINAL RESULTS:

• TOTAL REVENUE: $99,400 (original goal: $92,000)

• Increased the EMAIL MARKETING CTR by 16% (original goal: increase by 3%).

• SUBSCRIBER INCREASE: 203 subscribers (original goal: 150)

Client Testimonial