MUMBAI: CNN, Time Magazine and Fortune have announced that over 59,000 international entries and 460,000 messages were received for their Dream Getaway contest.
The contest is aimed at enhancing the traveller's experience and promote Malaysian Airlines.
Dream Getaway was an integrated multi-platform advertising programme. Targeting elite, adventurous international travelers, the programme revolved around Dream Getaway contest that includes both above the line and below the line elements - print, television commercials and a dedicated campaign website as well as point of sales materials.
The contest received over 59,000 entries from participants residing in 98 different countries and representing 255 nationalities. More than 460,000 messages were sent and the average message pick-up rate was 35.3, with an average of approximately seven messages sent per entrant.
To consolidate the airline's positioning of 'Going Beyond Expectations' and to further reinforce the size of the airline's network, the contest offered participants the chance to create their dream getaway and make that a reality. Prizes, sponsored by Malaysia Airlines comprised Business Class tickets, night stays at luxury hotels in a destination city of choice and a two-night stopover in Kuala Lumpur, plus the unique Getaway Theme in the destination city of choice --from a romantic dinner for two at an exclusive restaurant to an adventurous outdoor activity or a shopping spree with a personal butler.
Readers of Time and Fortune were asked to choose their destination city from Malaysia Airlines 100 international and domestic cities along with a selected Getaway Theme from amongst three choices-a romantic, adventure or shopping. The responses were channeled through a site www.createyourdreamgetaway.com, which included animated sequences integrating the theme of the print creative and television commercials together with more details of the contest prizes. Readers were encouraged to promote the competition through online efforts to increases their chances to win.
The project was conceptualised for Malaysia Airlines by Time, Fortune, CNN and Starcom along with strategic interactive partner Web Guru Asia and Leo Burnett. Through this program, the media partners not only developed a Multi-platform that connects directly with more consumers, they also offered a unique opportunity for Malaysia Airlines to reach out to a highly lucrative demographic of sophisticated and mobile travellers.
