Relaunch of The Loop at Terminal 1, Dublin Airport
Objectives
- Create a buzz and talking point on the build up to the relaunch of The Loop at Terminal 1, Dublin Airport.
- Roll out the official relaunch of The Loop at Terminal 1, Dublin Airport to all relevant media, both offline and online and secure maximum coverage.
- Organise a full media event to coincide with the official relaunch of The Loop at Terminal 1, Dublin Airport.
- Push online engagement and interaction with all passengers through Dublin Airport during the relaunch of The Loop.
- Advise The Loop on ongoing social media strategies following the relaunch.
Tactics Employed
To create a buzz in the lead up to the relaunch we placed two installations in Dublin City Centre. These were two, very large, unbranded suitcases. They caused confusion, mystery and questioning from passers by. Many people took to Twitter to question the activity and what the suitcases were for. We captured all tweets, posts and news reports regarding the suitcases as we wanted to let everyone know the reason behind the installations when we made the big reveal.
We worked closely with a video production team to capture all of this activity. As soon as the big reveal was made, we released the video explaining the full stunt and engaged with every single tweet, mention, post and article that appeared online and questioned the purpose to the suitcases.
This allowed The Loop’s social media channels reach a huge number of people online, as can be seen from the results below.
We also managed The Loop’s social profiles for the duration of the launch activity. This included posting live updates from the launch event, engaging with all attendees of the event and of course pushing the main message that The Loop had relaunched at Terminal 1, Dublin Airport.
We worked closely with a video production team to capture all of this activity. As soon as the big reveal was made, we released the video explaining the full stunt and engaged with every single tweet, mention, post and article that appeared online and questioned the purpose to the suitcases.
This allowed The Loop’s social media channels reach a huge number of people online, as can be seen from the results below.
We also managed The Loop’s social profiles for the duration of the launch activity. This included posting live updates from the launch event, engaging with all attendees of the event and of course pushing the main message that The Loop had relaunched at Terminal 1, Dublin Airport.
Results Achieved
Posts about the relaunch reached 163,152 Facebook timelines with 6,783 users engaging with the content and 1299 people tagging The Loop in status updates on Facebook during the campaign.
The impressions of the Twitter activity had an astonishing 2,048,415 impressions during the short campaign with 2,797 people interacting with the content.
Following the success of this campaign, we now continue to run the social media profiles for The Loop. We continue to bring successful results to the pages each month through creative and engaging content, reaching out to all of our key markets.
The impressions of the Twitter activity had an astonishing 2,048,415 impressions during the short campaign with 2,797 people interacting with the content.
Following the success of this campaign, we now continue to run the social media profiles for The Loop. We continue to bring successful results to the pages each month through creative and engaging content, reaching out to all of our key markets.
