Air France - Instant Take Off

Air France - Instant Take Off

Airlines have offered flights as competition prizes for years, so when ad agency Blueblancrouge created a flight giveaway for Air France Canada this October, they turned the concept on its head.

Instead of a simple giveaway on social media, consumers were asked to visit a dedicated Air France microsite and sign up themselves and one companion to receive fictional boarding passes. The passes entitled them to ‘check in’ in person, together with all the other competition entrants, at Toronto’s David Pecaut Square on October 24 with their luggage and passports ready, where one lucky winner was selected.

The winning couple were then transported immediately to Toronto’s Pearson International airport and pampered in the Air France KLM lounge before taking off aboard flight AF351 for a four-day stay in Paris at the Best Western Folkestone Opéra. According to the airline, over 5,500 people entered the contest of which 500 showed up for the live draw. Video here .

The campaign was aimed at adults aged 25- 45 and was supported by promoted posts on Facebook and social outreach through travel bloggers. The winners event was also posted on Instagram .