“This is the first time the company has rolled out a Facebook focused campaign and wants to use this channel as a test platform. Facebook can reach her target audience, comprising frequent independent travelers between 25 to 34 years old that makes up the bulk of Facebook users here” - Prudence Lau, marketing manager in Hong Kong & Southern China for Air New Zealand
BIG Idea - "Explore the other side of London"
The theme of this Facebook campaign is called "Explore the other side of London" that will run until the end of next month. The campaign is supported by PR activation to invite key media influencers and bloggers to participate.
The application encourages its customers to come up with an idea to travel in London besides the typical tourist spots. It allows consumers to pick a travel companion and create a dream trip where the most unique and wacky trip will stand a chance to win free air tickets and accommodation to London.
Measurement metrics
Lau is also excited about setting up a fan page for Air New Zealand Hong Kong, which she said would be more than just updates on the latest fares but include the latest happenings and trends in New Zealand and England. She would use the number of fans recruited on the Facebook fan page as one of the KPIs on the effectiveness of this campaign.
Rudi Leung, communication planning director for Agenda Hong Kong, said Air New Zealand will benchmark results of this campaign with its previous consumer engagement activities in traditional media, which will help to decide how they would allocate more budgets for social media in the future.
According to Check Facebook, there are almost 2.2 million people using Facebook in Hong Kong.
Ref: Marketing-Interactive.Com
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