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Love is-in-the-air-sas

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Presentation från dagens frukostseminarium tillsammans med SAS.

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Love is-in-the-air-sas

  1. 1. Love is in the air<br />Thinkingoutside the LGBT box<br />Anders Lindström, PR Director<br />Christina Ericsson, Online Communications <br />
  2. 2. SAS’ LGBT position early 2010<br /><ul><li>First European airline to launch a gay microsite in 2007
  3. 3. Became an IGLTA (International Gay & Lesbian Travel Assocation) member in 2009
  4. 4. Sponsors gay press trips from the US with Visit Sweden
  5. 5. Sponsors gay press trips from Europe to Stockholm Pride with SVB
  6. 6. Organised gay press trip to Copenhagen (DEC08) with Wonderful Copenhagen
  7. 7. Officialairline of World Out Games (CPH, AUG09)
  8. 8. Officialairline of Mr Gay World (OSL, FEB10)
  9. 9. ID Travel agreementsdemand same sex couples as a prerequist from otherairlines
  10. 10. Centre for Asia Pacific Aviation : “On the site [www.flysas.com/gay], the airline's gay staff provide tips on the best restaurants, venues and events in Stockholm and Copenhagen. The carrier has also partnered with several organisations and publishers so the site can offer gay maps, gay guides and an events calendar that is updated daily for both cities.Although this site has yet to become truly a social network, the potential for such websites is huge.” </li></li></ul><li>Spread the Love<br />Looking for the couples looking for love using social medias. <br />SAS first PR-campaignusingsocial medias<br />We told a message: “SAS is hoping to host the first same-sex marriage in the air” <br />The message was spread through social medias.<br />The crowd voted, the crowd decided.<br />
  11. 11. www.flysas.com/LOVE<br />
  12. 12. Couples create profile<br />
  13. 13. Profiles are spread globally<br />People couldspread the campaign on Social Medias by using social media buttons on the site<br />People couldpromotecouples by social media buttons on the couplesprofiles.<br />. <br />
  14. 14. Voting & Ranking<br />
  15. 15. A campaign travelling the globe<br />Over 2 million via Twitterwithin 65 min<br />Over 100,000 visitors via Facebook540,000 uniquevisitors to the SAS Love-site<br />350,000 votes<br />300 couples from all over the world<br />Spreadonsocial medias millions of times<br />
  16. 16. 2011-02-16<br />P&R Publishing<br />9<br />
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  23. 23. 500.000 läsare<br />
  24. 24. Combining PR and Social Media<br />Timeline: <br />December 6 – December 8<br />Timeline: <br />September 1 – January 2011<br />
  25. 25. And the winner is…<br /><ul><li>First global LGBT social media campaign
  26. 26. First LGBT campaignlaunched to mainstream media
  27. 27. Over 150 million worldwideheard or read of the campaign via social media, TV, online media, radio, print media, bloggers, etc.
  28. 28. Best Online Campaign of the year, webbies 2010
  29. 29. Overwhelmingamount of media coverage, 99.9% positive
  30. 30. Coverageincludes: BBC, Time, ABC, CNN, AFP, The Sun, The Independent, Politiken, Sunrise, Yahoo!, etc.
  31. 31. $1 million in media coverage in US alone
  32. 32. Significantlyraised the awareness of SAS positively in international areas; increase in bookings
  33. 33. No or minimum marketing spend
  34. 34. Returnon investment over x1000</li>

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