bmi regional - The Sixt Road-Trip

bmi regional - The Sixt Road-Trip

In September, European regional airline bmi regional signed a partnership agreement with Sixt Car-rental, allowing passengers to book car hire at bmi regional airports at the same time as they booked their flights. Airline / Car rental partnerships are of course nothing new, so bmi regional looked for a way to bring this to life.

The mechanic that was chosen was that of a ‘road-trip’ where leading Instagramers in cities around Europe stage a social media take-over and take a Sixt car on a tour from their native city, posting images on the bmi regional Instagram account as they go.

The idea is to show how a flight combined with a car hire from Sixt can enhance a city break by giving visitors the freedom to drive to both well known tourist destinations as well as some that are off the beaten track. On 12 October, the first Sixt road trip took place in and around Brussels, when the team of urban culture magazine We Love Brussels took a drive around Wallonia, posting on the bmi regional Instagram and Facebook accounts as they went along . This was followed by four leading Frankfurt Instagramers taking a drive in the Taunus hills outside Frankfurt on 5 November, with more planned for December.

bmi regional’s social media followers were given an incentive to follow each road-trip by being asked to spot one of the locations where they saw the Sixt car, for the chance to win flights. The influencers themselves also cross-promoted the Sixt Roadtrip on their own social media feeds, reaching tens of thousands of fans. For example, the four Frankfurt Instagramers who took part, together have a local fan base of over 150k fans.