Case Study: Icelandair - Enjoy The Journey As Much As The Destination

Overview

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.  

Taxi Strategy

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.

Campaign Results

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.

 

Client Comment

'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