2011 Winners & Shortlists

Results and Effectiveness

1. Over 1,000 tickets sold through the promotion period 2. Gulf Air database increased by 20% 3. 12.13 Million Frequent Flyer miles were redeemed!

Creative Execution

Created a customized software to work on an IPad with a team of promoters, the “SkyPatrol”, trained to activate the promotion on ground. The ‘skypatrol’ patrolled across numerous Ramadan Tents, Coffee Shops & Corporate Ghabghas, explaining the promotion & asking consumers to fill out the questionnaire on the I-pads they carried. Consumers filled out their details & received a scratch & win page instantly. Upon scratching the coupon on the Ipad, the prize they won was revealed. All participants won between 10%-100% discounted tickets. Instantly an email with the promotional code of the prize was sent to the patron’s email which they could use online to book tickets as per terms & conditions. The campaign started with a teaser in Print, Outdoor & Social media asking people to look out for the Skypatrol. Revealers led to Gulf Air’s Facebook & Twitter pages to find where the Skypatrol was visiting that evening!

Insights, Strategy and the Idea

In 2010 the airline industry was down and Gulf Air was no exception to this trend. Summer is when sales are expected to rise, however, Ramadan this year sales fell during the summer Aug/Sept months when most expats and Bahraini/ Saudi families were out of the country already! Gulf Air needed to boost advance bookings during this Ramadan period - either paid or through redemption of frequent flyer miles. Ramadan is traditionally considered a time for giving and Gulf Air wanted to be part of the spirit, yet be noticed amidst the most cluttered and noisiest time of year in media. We needed to find alternative channels to communicate. Insight: Our audiences devour promotions and offers, particularly when it comes to travel. The idea: scratch & win promotion with a twist.