Date: 01 Jul 2014
Cat:

Azores consumer advertising campaign

Azores consumer advertising campaign
the big idea results
Increased the profile of, and positioned, the Azores to the UK market through proven digital marketing
Successfully generated 90% year on year website traffic growth and more than 10,000 competition entries via the guardian.co.uk
Increased revenue for  tour operator partners and SATA airline, with 11% load increase on direct flights
Increased ROI with higher results for less investment

We were asked to launch a brand new look for the Azores. Our objectives were to bring the Azores to a wider customer base, promoting their accessibility and diversity, whilst making them relevant to customer segments beyond their traditional customer groups.

We appointed a creative agency in the UK and briefed in a new campaign, focusing on strong messaging and people-based images. We targeted ABC adults and a younger audience. We also brought the Azores airline, SATA International, to the table and succeeded in gaining approval for an integrated creative campaign.

The media plan included digital, press and 48 sheet poster advertising on the London Underground. We offered added value digital opportunities to our tour operator partners, and we supported the campaign with carefully timed articles in mainstream and soft adventure specialist press, and attendance at the Destinations Show.

The advertising campaign was supported by impressive PR efforts. During the three months of the campaign we generated over £250,000 worth of PR coverage.

Tour operators were delighted with the campaign. Without exception, they benefited from extra traffic to their websites and an increase in enquiries.

In 2014, our advertising campaign for the Azores Promotion Board won Advertising Campaign of the Year (under £250,000) at the UK’s Travel Marketing Awards.

“kbc has delivered an innovative and effective campaign with results beyond our expectations. They are a really professional outfit, and their staff have the right technical experience and industry knowledge to offer sound advice to specialist destinations like ours. They are part of our team and a pleasure to work with.”

Francisco Gil
Azores Island Promotion Agency

Testimonial Francisco Gil