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CASE STUDY: FlyKandi - Hed Kandi & Monarch Airlines Summer 2007

Provided by Ministry of Sound
Monarch and Hed Kandi develop SBP developing Fly Kandi to increase awareness of Monarch's new flight routes and increase revenue

What was the Challenge / Background of the Campaign?

In Summer 2007, Monarch Airlines launched scheduled routes to Ibiza from four UK bases: Manchester, Birmingham, London Luton and London Gatwick. Seen as a much needed new service for independent travellers including clubbers going to the island, Monarch's aim was to reach a new consumer base and were looking to create a strategic brand partnership with a lifestyle-oriented music/club brand to achieve this.

What was the Campaign Objective?

To publicise the new routes to Ibiza. To position Monarch in the minds of Hed Kandi and other similar consumers as the first choice carrier to Ibiza. To sell seats/fill aircraft.

What was the Solution?

Multiple-level solution based on activity in both the UK and Ibiza. We held special UK FlyKandi launch events in proximity to Monarch UK departure airports, we branded a Boeing 757 airliner as a FlyKandi plane. The UK-based activity was focused on publicising the new routes pre-season before consumers had made their purchasing decisions etc. Creatively these were positioned as FlyKandi Departure events. The Ibiza focus was on creating a FlyKandi experience as the manifestation of the strategic brand partnership between Hed Kandi and Monarch.

What were the Results?

The partnership was incredibly successful as a brand tie up. The FlyKandi aeroplane grabbed lots of headlines and received much press attention. The consumer interest was vast, lots of anecdotal evidence that people saw 'the plane'. Lots of excitement with people having their photographs taken getting on board etc. It was a clubbing first and really captured people's imagination. Monarch exceeded all sales targets whish is a great success, especially for the first season. Monarch wish to continue and expand the partnership in 2008/9, which we are in discussion now.

What were the Key Learnings of this Campaign?

Monarch wanted to raise awareness of their new flight routes to Ibiza and other holiday destinations and they chose Hed Kandi for their wide target audience and extremley dominant presence within the UK and Ibiza club night industry. Not only did Monarch get good coverage and exceed sales targets, Hed Kandi reached many more people than could possibly have been done without the partnership. One of the key results from the campaign was the creation of a sub brand - FlyKandi

BudgetReach & FrequencyTarget AudienceMedia Used
£101k to £250k18 - 30 year old male and females. Holiday makers.
16 - 24
25 - 34
Both
ABC1
C2
ONLINE
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
All RegionsAll YearBUILD AWARENESSEXPERIENTIAL
SALES PROMOTION
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