Stress free holidays
‘Over a third of us have found it difficult to find appropriate flights’
A British low-cost airline challenged their PR agency to promote their new route from Gatwick to Helsinki. Their PR agency appointed TLF Panel to the campaign to boost PR coverage and exposure. The PR team organised a traffic-stopping stunt in London to promote the new route to Helsinki – the sauna capital of Europe! With only seven days to launch, the team quickly commissioned a bespoke Helsinki sauna to tour key locations across London. Employees of the airline were seen relaxing in the sauna on launch day by an estimated 10,000 people at sites including Trafalgar Square and Tower Bridge.
They also actioned a preliminary teaser stunt to kick off the buzz on launch day which involved placing branded towels over the arms and around the torsos of famous statues across the capital – grabbing the attention of an estimated 30,000 further passing commuters and generating a flurry of media attention and internet speculation!
At the same time the client inundated the key London, national and regional press with the results of a survey carried out by TLF Panel of over 1,000 people regarding stressful holidays, booking flights and stressful destinations.
Coverage was published in key London titles including The Metro, and National coverage followed the next day in both The Sun and Daily Telegraph.