Hamburg, January 2016: To coincide with the peak booking period, TRACK launched a comprehensive online campaign for airberlin, which was especially aimed at the young family target market.
Running with the principal campaign slogan “If the kids are happy, everyone’s happy,” the airline used various exclamations from children such as:
“Vacation in the backyard? I’m gonna look for new parents!” –
“But I want to go to Mallorca.”
This entertaining and emotional approach was launched right at the beginning of the year – the time when families plan in advance and book their summer vacations. Furthermore, it highlighted the benefits of booking with airberlin, its family oriented, friendly service and related advantages such as a free baggage allowance for babies, special discounts for kids – and of course kids’ meals.
Furthermore, with almost 500 flights a week from Germany to sunny Mallorca, airberlin could quite rightly claim it was Germany’s major vacation and family airline.
“Above all, the campaign idea serves a real and relevant insight. As we all know, nothing is more annoying than annoyed children with annoyed parents having an annoying start to their vacation,” maintained Stefan Setzkorn, TRACK CCO.
The HTML5 online banners were aimed specifically at the young family target audience. They were placed in appropriate media environments and programmed correspondingly to attract the attention of the young families.