2011 Winners & Shortlists

The Brief

nasair is a rapidly expanding airline in Saudi Arabia. Our task was to launch the winter flight schedule to travel agents and get them talking amongst themselves, and with customers, to promote it.

Describe how the promotion developed from concept to implementation

With most of the expats and Saudi nationals planning their vacations around winter, the heat was on to get people to fly nasair. So we thought of bringing Ice to Saudi Arabia. We placed the winter schedule in blocks of ice and then delivered them to travel agents in Riyadh and Jeddah. The aim was to encourage them to start talking and drive more sales during winter for nasair. As the ice melted during the day, the message and schedules were revealed.

Describe the success of the promotion with both client and consumer including some quantifiable results

All agents contacted responded extremely positively to this act of creativity. Although actual sales figures are sensitive, the % increase at travel agents in the 2010/11 winter season was up 35% on the year before.

Explain why the method of promotion was most relevant to the product or service

Ice and Saudi Arabia aren’t two things that go together. So we couriered blocks of ice with the winter schedules to agents. As the ice melted, the message and schedules were revealed. The ice blocks placed at the travel agents’ office not only created curiosity among the agents but also provoked questions from walk-in customers which encouraged the agents to respond positively to this unique act.