It all began with one social media post. "We are now accepting applications for a 3 month paid summer job, where you will move to Iceland and travel the world with your best friend. Your mission will be to explore some of WOW Air’s 38 destinations and document your travels to create a complete digital Travel Guide." Then the internet took over.
With 3.3 Billion Impressions on 562 top-tier media outlets, news of the Travel Guide campaign introduced the airline to a huge new worldwide audience.
Coverage from the likes of CNBC, ABC, Fox News, Forbes, Vanity Fair, MTV, Cosmopolitan and Business Insider helped fuel a 50% increase in Google Search for the term 'WOW air' in the first week.
3.3 Billion Impressions on 562 top-tier media outlets
One of the best ways to get people engaged in a social media campaign, is to give them an excuse to do what they actually want to do. Travel Guide was inspired by the fact that "travel influencer" was reportedly the target demographic's dream job.
We worked with WOW air's PR team to reach
out to the right reporters at the right outlets
to start the compounding coverage needed.
Stories were published, the news began to spread.
To go viral as a brand with a marketing stunt, one story simply won't cut it. You have to think of your campaign as a platform for multiple smaller stories.