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Melbourne Airport Moments
In November, our cover story was the SAS ‘arrivals’ campaign, which celebrated the emotions and experiences associated with arriving at your destination and seeing friends and family waiting for you.
Similar thinking was behind a January Melbourne Airport campaign, Melbourne Airport moments. The airport asked passengers to “create a reunion to remember”, photograph it, tag it #MelbAirportMoment and post it to Instagram.
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The prize was an AUD $1,500 travel voucher.
The idea behind the campaign is sound, but the mechanic of getting people to take and upload photos only got (from what we could see) about a dozen entries from members of the public.
That’s probably because the level of effort required was quite high, you had to actively create a sign and capture the moment. Then not everyone feels comfortable with uploading personal photos showing you with your friends / family.
