Create a movement
For the past two years, I’ve led an initiative to establish Flair Airlines within the marathon and running community, which is a highly engaged, socially active audience with strong alignment to Flair’s values and a natural affinity for travel.
Through a national year-long series of year events, the partnership creates a direct connection to a highly “captured” audience (with attendee numbers exceeding 100k), generates significant social amplification, and provides an accessible, cost-effective platform to showcase Flair’s offering and drive brand engagement.
Create a conversation
Intentionally appearing as an organic experience, the conversation is intentional. Promo code emails, teaser social posts, specific run club merch, highly visible branded swag, OOH advertising, through to on-route and medal sponsorship.
A layered experience that provides distinctive and highly effective measurable ROI. Meaningfully connecting with over 50,000 athletes and supporters per event. Specifically, the Calgary event boasts metrics that are simply beyond “reach”, 72% of the promo code users were never before Flair users.
As Flair Airlines is a relatively small operation compared to the major carriers, with a lean and underfunded marketing team. That has required us to be highly creative and resourceful in building awareness, engagement, and conversion. Embedded social creators, contests, partnerships and experiential marketing are used to their full potential across both upper- and lower-funnel objectives.
I tailor the approach to the promotion and the consumer mindset. Digital is typically more effective for lower-funnel flight promotions and conversions, while activations, partnerships, and contests create opportunities to build engagement, participation, and brand affinity. As a result, I regularly develop campaigns using a broad range of channels and techniques rather than relying on a single traditional media approach.
Create memories
From owning a stretch of the race that directly connects to the Flair’s aircraft (which subsequently provides the opportunity for cost-effective air travel), to engaging booth activations, a 24-hour live LED photowall cube and creating memory opportunities pre and post-race with cherished branded keepsakes.
