Having worked with the team since 2009, I had the pleasure of being asked to conceptualise and design a complete over-haul of FlyDirect’s marketing material in 2014 as the company sought to implement a high level brand awareness campaign.
The output involved brochureware for several destinations, press advertising, bus advertising, indoor and large outdoor banners, as well as scripting and art directing a television advertising campaign in the early Spring/Summer which was their peak season for bookings. The activity was also supported by some additional social media and online advertising implemented by their internal marketing team.
After achieving significant increases in passenger volumes of 75% between 2010 and 2013, had we already hit a natural ceiling in the Channel Islands market or could more people be converted? The results were astounding – overall bookings increased by 45% and there was a 100% increase in online bookings during the year, brand awareness was clearly at an all time high. In fact, the campaign was so successful that in late 2015 / early 2016 the new programmes of holidays quite literally flew off the shelves with minimal marketing spend.
The campaign was short listed in the 2015 Chartered Institute of Marketing Awards, Channel Islands for the ‘Best Integrated Campaign’.