This showcases the 2017 Valentines' Day campaign that consumers come expect from FlySafair in the last 3 years. With each growing year, the prize has steadily grown as has the hype and shareability of this campaign. From a marketing perspective FlySafair uses this campaign as a "database build" and the off spin of virality and talk on social media platforms comes as a bonus.
The concept for the campaign is a fluid and logical progression from the prize in its simplest form, free flights, with a wonderful tie-back to the theme/key driver for this campaign... flying to your heart's content. The prize offers a passenger and their loved one 6 months free flights and some additional prizes with our partners, car rental company First Car Rental and an online florist Netflorist.
Again this campaign showcases the use of digital self-owned media spaces with a competition mechanism, so there are more interactions with consumers on the entry mailers with an opportunity to remarket to the loved one whose details were submitted with the first consumer. This campaign was run over a month's period 14 Jan - 14 February with a successful entry rate of over 54 000 consumers.