Low cost airline, bmibaby wanted to inspire consumers to consider holidays more frequently.  In an extremely competitive market, immediate future, was called in to devise a stand-alone social media initiative that would get bmibaby in front of consumers.

Sourcing suggestions from travel influencers

immediate future organised two Twitrips. Chosen influencers were encouraged to reach out to their Twitter communities to ask for budget advice and suggestions of activities to do. Insights gathered created stories linked to quirky low cost activity suggestions for bmibaby destinations. Together the influencer activity and insights created branded content and inspired UGC.

A constant focus on strong relationships

Strong relationships were created with over 70 influencers across travel and consumer disciplines. All conversations strengthened bmibaby’s position as a low cost carrier and promoted the theme of budget holidays. In total the targeted relationship-building activity generated a reach in excess of 4 million in 4 months.

On Twitter, immediate future grew the followers count by 55%. Activity in this period generated a RT increase of 880% since early 2009.