“Take Flight”

SUMMARY:

After being in North America for less than five years in 2015, Norwegian Airlines was seeking to expand their brand awareness by tapping into diverse markets – specifically the African- American travel demographic.

I partnered with the North American Public Relations & Marketing Director of Norwegian Airlines to develop and launch an influencer marketing campaign for Finland. 

ROLE: Influencer Marketing 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