2011 Winners & Shortlists

Results and Effectiveness

Madrid never seemed closer and consumers responded with their passports in hand. - Sales were 60% higher than target goal for launch - The campaign assisted in achieving a spike of 75% over & above the actual sales forecast for the period* - Most successful campaign in Radio 1 history with 85% more daily entries than average^. - Over 360 comments and 159 likes per day on the campaign Facebook page#. A route launch isn’t new, but the way it was launched was - a broadcast first that delivered real results & captivated listeners.

Creative Execution

SJ, a local Radio 1 DJ, was asked to be the travel guide. Emirates sent her off to enjoy a weekend in Madrid. Promotional spots on Radio One announced her trip, and gave listeners a chance to win tickets to Madrid. SJ phoned in live updates every step of the way – from the chauffeured pickup, her Terminal 3 duty free experience, and even from her business class Emirates seat 30,000 feet in the air. Even her hotel was booked through Emirates – a complete experience in every way. She shared her Emirates experience with listeners, the luxury and excellent service she received, right up to her signing off to go enjoy Madrid. Her experiences were shared on Emirate’s Facebook as well as the Radio 1 page. Madrid – the Emirates way! One lucky listener who SMSd into the show received 2 business class tickets to enjoy the Emirates Madrid experience for themselves.

Insights, Strategy and the Idea

¡Vamos a Madrid! Take a look at your favourite travel search engine. Dubai to Madrid is roughly two connections and 15 hours of travel time – for only around 5,000 kms! You could fly to Los Angles, over 13,000 kms away, in less time and on a direct flight. Enter Emirates. It launched the first direct route to Madrid from Dubai. The next mission was to convince people that Madrid was no longer far away. Ads are all well and good, but what if you actually had a radio personality on the flight? Giving live updates and describing the entire experience? People listen to people more than ads or brands.