Aer Lingus is launching a new A330 service from Dublin to Washington Dulles and aims to raise awareness, drive bookings, and showcase the brand's innovative personality. The campaign will include both planned and reactive content strategies while emphasizing in-house content creation for cost-effectiveness and speed. The initiative is led by Paul Buckley, head of social media.

1. Brands are the
new publishers
Paul Buckley
head of social media, Aer Lingus

3. #dublin2dc
a digital journey celebrating the launch of our 4x
Weekly a330 service from dublin to washington dulles

4. Objectives
1. Drive early-stage awareness of the new route
2. Stimulate consideration and bookings in the lead up
to commencement of operations
3. demonstrate the innovative and humourous side of
our brand personality

5. planned
unplanned
Always on event
Key Messages
everyday campaign
reactive live

6. plan
Announcement Lead-in inaugural

13. INSOURCED CONTENT
CREATION

16. Why?
1. It’s Cheaper – allows us to do more
2. It’s Faster – real-time content has a short life-cycle
3. We have established Trust within the business

20. Thanks!
@PAULBUCKL