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Martinair: Heineken Promotion

Martinair, a low–cost carrier to Amsterdam, sought a promotion that would increase awareness in their Orlando hub market.

The Brief

  • Leverage funding to maximize results to increase qualified traffic and followers on Facebook, Twitter and Martinair Blog
  • Build detailed database of qualified leads in regions with immediate access to Martinair hubs

Tactics

  • Myriad developed a co-operative promotion with Heineken, 
the Dutch beer brewery
  • The campaign consisted of online and print media, radio, college campus promotions as well as lifestyle marketing with coasters, table tents and posters placed in 100+ bars and restaurants
  • All activities directed consumers to a designated microsite for an opportunity to win a free trip to Amsterdam
  • Entrants could also SMS/text entries with opt-in for future communications

Results

  • The campaign drove traffic to the microsite, Facebook, Martinair blog and email subscriptions
  • A database was developed from thousands of entrant data profiles for future marketing initiatives

Client