Case study: FLIGHT CENTRE TRAVEL GROUP
Flight Centre Travel Group had split their PR and Communications into Corporate and Leisure – the former having been handled by Big Ambitions for some time successfully. The decision was taken a few months prior to the Flight Centre Travel Expo to move all of the PR and Communications to Big Ambitions, including the leisure brands of Flight Centre, Youth & Adventure and Cruiseabout.
Strategy and Tactics
In addition to general PR activities for all the leisure brands, Big Ambitions has a target to achieve at least six press opportunities per month for Flight Centre. Pure public relations in terms of press releases provides very little opportunity for coverage. Instead, Big Ambitions has pursued a content marketing strategy, producing unique content on behalf of Flight Centre for mainstream media, as well as affiliate platforms such as non-competitive blogs from other leading brands (not in travel).
Despite only having a month to work on the Flight Centre Travel Expo, Big Ambitions achieved an AVE of over R440k just for the Expo, in addition to R790k AVE for Flight Centre’s leisure brands in just one month. Big Ambitions is continuously sourcing opportunities to position Flight Centre as the leading expert in all things travel and even creates infographics and branded social media posts to assist the Flight Centre team with getting the message out to its customers.
But don’t take our word for it…
“It has been an absolute pleasure working with Big Ambitions. We are able to rely on a trusted agency within the travel industry to take care of all our PR and content needs. Their passion and knowledge for travel enables us to inspire and enlighten our clients daily with relevant and exciting articles.”
Nicky Potgieter, Flight Centre Travel Group Leisure Marketing Leader