Norwegian Air wanted to promote its New York route while driving greater passenger engagement among travellers in the UK and Spain, two of its key European markets. Ink Studio developed a Facebook and Instagram campaign which boosted brand awareness by 95% in the UK and 79% in Spain.
To run a campaign on Instagram and Facebook that would help build the Norwegian brand in the long term with experience-hungry travellers, while producing short-term results through increased flight bookings to New York.
To increase awareness of Norwegian’s low-cost route to New York and inspire spending decisions among leisure travellers, we knew the best solution was to harness our experience in creating thumb-stopping social content. According to Facebook, the tech giant’s family of apps are the primary source of travel inspiration for those aged 18-34, with this age range 2.4x more likely to discover a destination than those aged 35 and over. Facebook also tells us that 38% of active Instagram users head to the app to discover travel content from brands in this sector, so we knew we had an active audience ready to be targeted across both platforms.
Working in collaboration with Norwegian Air’s social team and Facebook Creative Shop, we created a campaign that would put the Big Apple in the spotlight in an entirely new way to what had been done before. Rather than focusing on the visual aspects of the city, we decided to highlight its distinctive sounds, and shot more than 50 videos over three days in noisy “only-in-New York” settings. Locations included inside taxi cabs, diners and Times Square, while interviews with larger-than-life locals helped encapsulate the character of the city. Every video was then subtitled in Spanish, French and English to ensure engagement with the airline’s global audience. When it came to shooting, Norwegian Air challenged us to film the entirety of content in a mobile/portrait format, as prior testing had told them that viewers interact with this style more effectively than in landscape mode. This meant we had to devise a camera rig to enable to us to shoot natively in portrait.
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