Round the World in 10 Days: A Global Journey with oneworld
The Brief
The PC Agency was tasked with creating an innovative campaign to showcase the seamless connectivity and premium experience of oneworld alliance airlines. The task was to develop a strategy that would highlight the unique offerings of the airline alliance, demonstrating the breadth of its global network and the exceptional travel experience available to passengers. The campaign needed to emphasise the alliance's strengths, including its global reach, premium services, and the seamless connections between member airlines. The objective was to create a compelling narrative that would resonate with potential travellers and showcase oneworld's distinctive value proposition in the competitive global aviation market.
The Strategy
We recommended working with a travel influencer who is also an aviation enthusiast, ultimately selecting Gabriel Leigh from FlightRadar24. Leigh undertook a meticulously planned round-the-world trip from the 3rd to the 14th of November, using oneworld's special multi-continent ticket. The campaign leveraged Leigh's expertise in aviation content creation and his substantial social media following to create an immersive narrative. The core mission was to provide an insider's perspective on the premium customer experience, focusing on business-class cabin offerings, ground check-in services, and airport lounges. Leigh documented the seamless connections between oneworld member airlines, including the newest addition, Fiji Airways, creating content for both his personal channels and the FlightRadar24 platform.
The Results
The campaign delivered exceptional and far-reaching results that exceeded expectations. Gabriel Leigh generated a total of 322 pieces of coverage across social media and online publications, creating a massive media footprint. The content amassed 146,000 views, with a combined audience reach of 27.8 million. By providing an authentic, detailed account of his journey, Leigh successfully highlighted oneworld's unique value proposition, showcasing the interconnectivity of its member airlines and the premium travel experience available to passengers. The campaign demonstrated the power of strategic influencer partnerships in travel marketing, amplifying the oneworld brand message to a global audience.
