CHALLENGE

How do you use your vacation days? A major airline wanted to capture the attention of workers who had vacation days stored up. So we were asked to help with an inventive campaign with talk-value to encourage individuals to actually use their vacation days for a vacation, and to get there with this major airline! 

SOLUTION

Counting on reverse psychology to change behavior, the airline created a line of ironic souvenirs to remind people of how much time they spend at the office.  Gets you thinking, right?  That’s the idea.  The collection included commemorative plates, mugs, and candles that reflect the memories one makes at the office, instead of on vacation. 

RESULT

Just as we thought, it exceeded expectations.  In fact, the kitschy collection garnered press from both Adweek and AdAge, earning over 420MM PR impressions.  It also drove a 26% increase in overall traffic to the airline's Vacations website, a 9% increase in bookings and increased revenue by 12%.  We’d call that a hugely successful campaign!