Launch of new Shannon to Boston service for American Airlines

The Challenge

Launch the new American Airlines service from Shannon to Boston, winning over local passengers from the incumbent national carrier, Aer Lingus.

Having some sort of launch activity in the vicinity of Shannon was important to raise local awareness but we determined to avoid the traditional field marketing leaflet-pushers.

The Liquid Way

To win over Irish hearts and minds with an emotive value proposition we created ‘Boston for a song’.

A Boston-style barbershop quartet literally sung the benefits of the new American Airlines service on the streets and in the pubs and shops of Western Ireland. Everywhere they stopped and sang a crowd immediately gathered to hear the news.

To spread the word to a wider consumer audience we devised a regional radio campaign which broadcast across the West of Ireland. Listeners were invited to sing live on air for their chance to win tickets to America.

The Business travel audience were targeted via a direct mail.

Liquid Results

Response from the public and buzz created by the competition was so overwhelming that the radio stations tripled the amount of air-time at no extra cost.