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Exploring Eurowings destinations through the lens of social influencers.

The Opportunity

Eurowings approached Sparkloft about wanting an ongoing marketing program that would showcase the diversity of flight destinations through relevant, innovative content that would raise product awareness, and strengthen industry partnerships. Sparkloft came up with the concept of showcasing different Eurowing flight routes and destinations through the lens of social influencers. Thus, “Next Stop __” was born.

Eurowings and Sparkloft launched the first joint campaign in collaboration with Tourism Portugal, named #NextStopPortugal.

Two influencers from key Eurowings markets were carefully chosen and recruited to promote the Algarve region of Portugal as a destination for outdoor recreation and active travel during the low winter season, as well as to feature the easy Eurowings flight connections to Faro airport.

Influencers from Germany and Austria were briefed on the objectives of the campaign with the help of the custom toolkit and unique care packages Sparkloft created to build excitement about their upcoming trip. 

The #NextStop influencers flew Eurowings, embarking on a fantastic itinerary prepared by Tourism Portugal and Sparkloft. During the trip, they shared content through their channels and generated assets for immediate and future use for Eurowings and Tourism Portugal.

Aside from creating photo and video content on Instagram, Facebook and Twitter, the influencer journey was featured on the recently launched Eurowings Snapchat account. To best showcase the influencer’s two different perspectives, Sparkloft showcased them side by side on the dedicated microsite where consumers could follow the journey.

The audience was invited to the Eurowings Facebook channel to join the influencers in activities like boating, cooking and exploring at sunset— all live from Portugal. During these livestreams, the influencers shared some of their top experiences. After the tour, Eurowings released two, 360-videos showcasing some highlights from the Algarve region of Portugal, which were filmed during the tour. 

Beyond social, #NextStopPortugal video content was also used for additional amplifications including paid media placement designed to drive sales, and info-screens in taxis around Cologne, Dusseldorf and Vienna. 

The integrated campaign tactics of influencer produced content, the microsite, photography, vidoegraphy, livestreaming, 360-videography and the launch of Eurowing's newest social platform, Snapchat, created a seamless engaged experience designed to encourage social fans and followers to discover the Algarve themselves, and let Eurowings take them there.
 

The Results

The success of the #NextStopPortugal campaign prompted Eurowings to move forward with additional #NextStop____ campaigns through October, November, and December of 2016, including a special holiday edition featuring Germany’s iconic Christmas markets, themed #NextStopXmas.

Influencer tour metrics:

  • 9,927,448 Impressions
  • 3,654,996 Reach on Facebook
  • 62,847 Engagements
  • 259,343 Video Views