The Brief
Raise awareness of LATAM’s new route from Melbourne direct to Santiago and drive early bookings.
The Idea: GTI developed an integrated campaign in collaboration with Australia’s youngest hatted chef & owner of Atlas Dining, Charlie Carrington to highlight the flavours of South America and drive Melbournians who are into international cuisine to consider South America for their next holiday:
- Content marketing & programmatic campaign: a specially-developed series documenting Charlie’s trip to Trip to South America
- Experiential marketing: a new Atlas menu inspired by his trip, developed-specifically by Charlie
- Radio and OOH advertising
- Consumer promotion to win a trip to South America
- On-the-ground activation in Melbourne
The Results
- +57% LATAM ticket sales vs. previous year
- Over 350,000 people viewed the content series on FB and YouTube, with an average completion rate of 90%
- 5,000 patrons tried the special menu at Atlas
- 4,000 competition entries to win return LATAM flights
- PR coverage of 7 articles with an estimated value of over $50,000
- Close to 200 people engaging through the OTG activation and close to 53K people reached through FB
