iris launched Monarch Airlines' first TV campaign on 9th July '12 encouraging customers to ‘dust off their suitcases’ whilst highlighting its array of scheduled destinations across Europe and the Mediterranean.
Themed "IT'S TIME TO GET YOUR SUITCASE OUT" - the TVC forms part of a 360 campaign – again another first for Monarch, which includes Press / Outdoor / Radio / Digital / Social.
Monarch has moved from a ‘charter’ to a ‘scheduled’ airline with brand new routes. They needed to drive awareness during the busy summer booking period and highlight all the great value leisure breaks consumers can take with them.
To cement Monarch’s position as the airline for leisure seekers we created a rallying cry – not to potential customers - but to their suitcases, telling them to come out from the cupboard or under the bed, because Monarch was offering affordable flights to a whole series of exciting destinations.
Website traffic rose 40% to 2.7 million unique views during the month of the campaign.
Facebook community doubled in size to over 25k fans. The campaign resulted in 11M impressions of brand content, about half of which included social endorsement.