New marketing campaign for LOT

Written by Aleksander Stempowski

Note: This campaign is being created for Emirates Airlines for a class assignment. Emirates Airline does not have such contest.

 Introduction

In previous posts, you can read that Qatar Airways has much more supporters on all social media platforms, but LOT has a higher/bigger number of active users. In this post I am going to describe you, what LOT can/will do to catch up with QA without losing active users. Of course the best way to gain new supporters in internet world is to be active nonstop without any breaks.

Idea

To begin with LOT need to post content on Facebook, Twitter and YouTube regularly, 2 posts for FB per day, 1 for TW per day, and 2/3 video per week. Increase amount of content required to create new series, because if we stay with what we have, we will immediately exhaust these topics. Also it will be boring for supporters, when they will see the same stuff nonstop. So I am going to create special competitions (1 per week should be enough) in which active users knowing well our company will have a chance to win a special prizes, like special discounts up to 40%, and small gifts like mascot, or some office stuff with our signs. Other series could be a special survey in which we will ask passengers which city would they like to visit with our plane. Of course this place cannot be in our current offer. This sequence can run 2 times per week and answers with the most common number of votes will be sent to main directors, whom decide where to open new flights.

 Goal and execution

By adding these type of content, my goal is to enhance youth people (18-35) to visit our social media accounts, and to keep them active through participating in our games. We are planning to start with this action with beginning of June. That is the best time, because people are looking for nice place for vacation, or for weekend visit. We are planning to run with these series as long as they will be successful.