Case Study: Icelandair - Enjoy The Journey As Much As The Destination
Icelandair is the national flag carrier of Iceland with over 80 years of aviation experience. The airline flies direct from 7 UK gateways to Iceland with easy and fast connections to 18 destinations in the USA & Canada. When flying Icelandair, transatlantic passengers could take advantage of an Icelandair Stopover allowing them to experience Iceland for up to 7 nights at no additional airfare and enjoy two destinations in one trip on their way to North America.
Icelandair is a long-time Ubiquitous client, and has used taxi advertising a number of times to reach city-centre people who work or live in their major UK departure points: Birmingham, Glasgow and Manchester. Taxis have particular appeal for Icelandair because they cost-efficiently deliver broad audience reach and, unlike static advertising formats, will be seen by new people every day.
The taxi format also allows Icelandair to maximise their eye-catching creative and to run multiple executions at the same time, if desired. The interior tip-seats, which benefit from a long passenger dwell time, have been used by Icelandair to showcase stunning destination images, flight routes, winter sports and of course, the famous Northern Lights.
Audience Delivery of ABC1 18-44 leisure-flying adults
Across three campaigns, Icelandair have successfully delivered more than 1.7m GB audience impacts and have reached 73% of their target audience in Birmingham, 81% in Glasgow and 82% in Manchester.
'We have always found taxis to be a budget-efficient marketing platform because they deliver impressive audience reach. We fly from specific regions, so the ability to be able to target our audience within the airport catchments is vital; the manner in which taxi advertising reaches people in retail, business and residential streets in those areas is unique and ensures that we stand out. It’s a pleasure for us to work with Ubiquitous; their opportunity always delivers fantastic results.'
Jordi Puigcorbe Semis, Marketing Executive, Icelandair