Flight Centre and Air Canada wanted to promote their new direct flight from Brisbane to Vancouver and corresponding flash sale. With audiences in this field having so many purchasing options, it was important to create a campaign that would stand out amongst the crowd. Pushing people to Flight Centre’s website and in store meant demanding the attention of the greater public through an eye catching and engaging activation.
Focusing on areas throughout the Brisbane CBD with heavy foot traffic, Black Raven Media rallied together walking boards, all in Canadian themed costumes, with two mounted Canadian police. Police permission was obtained for the horses to be ridden in the CBD and we worked closely with Brisbane Marketing who provided a key activation area at King George Square. Walking throughout the CBD, the horses were engaging the public and garnering interest. This time spent taking photos and interacting with the walking boards created an opportunity for the promo team to move customers attention to the promotion. Flyers handed out throughout the day gave the public further information.
This Flight Centre activation drove huge amounts of the public into the flagship store. Sales figures for this day told us that this store sold more flights in 24 hours than other Brisbane store did in a week. The public was excited by the horses and costumes worn by all of the promo team.
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