Partnering with All Nippon Airways to create higher level of brand penetration in the UK, France and Germany and educate consumers on the culture and beauty of Japan, whilst strengthening its connection to ANA
All Nippon Airways required an agency to support with social media strategy for its EMEA markets. The campaign brief was to develop an activation that would create a higher level of brand penetration in the UK, France and Germany.
The core objectives were:
- Improve brand awareness in the UK, France and Germany
- Increase ANA’s email database by the organisation’s established growth target
- Grow the brand’s Facebook following in the UK, France and Germany by +10%
To meet ANA’s objectives, Catch launched #TakeMeToJapan; a campaign designed to capture the imagination of both new and existing fans.
The activation centred around a data capture Facebook app, which housed a prize draw for two flights to Japan with accommodation. To enter, users were asked to curate their dream experience through a series of image options. This was designed to educate consumers on the culture and beauty of Japan, whilst strengthening its connection to ANA.
Once the entry was completed, each user received an ANA branded mood board. The shareability of this strong, branded visual piece encouraged additional organic sharing via the entrants networks.
The prize draw mechanic was supported by a promotional strategy that aimed to increase both brand awareness and follower acquisition. This included:
- Social content calendar for UK, France and Germany
- Facebook advertising strategy
- Partnership with the Prince Park Tower Hotel, Tokyo
- Trigger email campaign
Due to its success, the campaign is now being localised for additional EMEA markets. Key performance metrics include:
+45.85%data capture targe
+15.5%Facebook audience for UK, Germany and France
500,000+total reach over 4 weeks
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ZSL London Zoo has been awarded the Best Travel and Leisure website 2015 in the Group Leisure Awards. Designed and developed by Catch in 2014, this is the second award that the site has won following on from our success in the 2014 Blue Drop Awards where it was awarded Best Mobile Experience.
Readers of Group Leisure voted for their favourite companies, attractions, destinations and individuals ahead of the 19th annual Group Leisure Awards ceremony on October 21st at the Hilton Birmingham Metropole.
Speaking about the achievement, Head of Digital Services at the Zoological Society of London (ZSL) Daniel Sprawson said: “We’re absolutely delighted to have won best website in the Best Travel & Leisure Website category. The ZSL website caters for a wide audience and we strive to ensure that we constantly provide diverse, educational and engaging content for our zoo visitors that also promotes our worldwide conservation work.”
“We’re absolutely delighted to have won best website in the Best Travel & Leisure Website category. The ZSL website caters for a wide audience and we strive to ensure that we constantly provide diverse, educational and engaging content for our zoo visitors that also promotes our worldwide conservation work.”
DAN SPRAWSON, HEAD OF DIGITAL SERVICES, ZOOLOGICAL SOCIETY OF LONDON
This award category recognises the important role played by the internet in helping group travel organisers do their job. The website can come from any tour operator, transport supplier, attraction, tourist board, etc, and must stand out because of the useful information supplied, its user-friendly features, great design and more.
Check out the winning site at www.zsl.org
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