In celebration of its one-year anniversary, our brief was to promote the Singapore Airlines Melbourne to Wellington direct flight route to Melburnians - establishing Wellington as the perfect weekend away.
Melbourne-to-Wellington Route Anniversary
In celebration of its one-year anniversary, our brief was to promote the Singapore Airlines Melbourne to Wellington direct flight route to Melburnians – establishing Wellington as the perfect weekend away.
We developed the #DrinkWELLinMEL campaign – a virtual-reality, drinks tasting event from Whitehart Bar Melbourne. The event allowed customers, media & influencers to experience Wellington via a VR Wellington drinks and flight escape.
Upon creating the immersive IRL and technological experience, we then implemented a PR amplification plan, targeting Melbourne, travel, drinks and trade media alongside a social and content amplification plan.
We generated 55+ pieces of earned media reaching more than 2 million Melburnians, with 150 consumer attendees. And 75% of #DrinkWELLinMEL attendees purchased the full flight, experiencing all five drinks and VR videos.
Media highlights included 3AW A Moveable Feast – a live on-air trial of #DrinkWELLinMEL VR, alongside an interview with Singapore Airlines’ Patrick Biggerstaff about the activation – Time Out Melbourne, Traveller, Vacations & Travel and many more.