When Alaska Airlines flew into Eisenhower National Airport, our charge was to spur people to give this major, low-fare airline a try. Our engagement tactic: an online contest. Alaska Airlines gave south-central Kansas a great, nonstop option to Seattle, our 10th-most popular destination city. Not only was this a new nonstop destination for Wichita, but also a new airline. Though one of the most popular carriers on the West Coast, it wasn’t well known in these parts.
Online-contest participants were asked to share the top four things they would like to do when visiting Seattle. We made it easy. All they had to do was choose from a pool of popular options, then share their entries on Twitter or Facebook with the hashtag #SightsOnSEA.
We promoted the online contest with an email campaign, FlyWichita.com homepage banner, online banner ads, a terminal poster and on the airport’s social channels. It was a great success with 12,418 visits to the landing page, almost 500 individual click-throughs to the Alaska Airlines booking site, and 275 contest entries on Facebook and Twitter.