love is-in-the-air-sas
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Presentation från dagens frukostseminarium tillsammans med SAS.TRANSCRIPT
Love is in the air
Thinking outside the LGBT box
Anders Lindström, PR DirectorChristina Ericsson, Online Communications
SAS’ LGBT position early 2010
•First European airline to launch a gay microsite in 2007•Became an IGLTA (International Gay & Lesbian Travel Assocation) member in 2009•Sponsors gay press trips from the US with Visit Sweden•Sponsors gay press trips from Europe to Stockholm Pride with SVB•Organised gay press trip to Copenhagen (DEC08) with Wonderful Copenhagen•Official airline of World Out Games (CPH, AUG09)•Official airline of Mr Gay World (OSL, FEB10)•ID Travel agreements demand same sex couples as a prerequist from other airlines •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.”
Spread the Love
Looking for the couples looking for love using social medias.
SAS first PR-campaign using social medias
We told a message: “SAS is hoping to host the first same-sex marriage in the air”
The message was spread through social medias.
The crowd voted, the crowd decided.
www.flysas.com/LOVE
Couples create profile
Profiles are spread globally
1. People could spread the campaign on Social Medias by using social media buttons on the site
2. People could promote couples by social media buttons on the couples profiles.
.
Voting & Ranking
A campaign travelling the globe
Over 2 million via Twitter within 65 minOver 100,000 visitors via Facebook 540,000 unique visitors to the SAS Love-site350,000 votes300 couples from all over the worldSpread on social medias millions of times
500.000 läsare
Combining PR and Social Media
Timeline: December 6 – December 8
Timeline: September 1 – January 2011
And the winner is…
•First global LGBT social media campaign•First LGBT campaign launched to mainstream media•Over 150 million worldwide heard or read of the campaign via social media, TV, online media, radio, print media, bloggers, etc.•Best Online Campaign of the year, webbies 2010•Overwhelming amount of media coverage, 99.9% positive •Coverage includes: BBC, Time, ABC, CNN, AFP, The Sun, The Independent, Politiken, Sunrise, Yahoo!, etc.•$1 million in media coverage in US alone•Significantly raised the awareness of SAS positively in international areas; increase in bookings•No or minimum marketing spend•Return on investment over x1000