App in the Air:
Making Up for a Year of Lost Travel
category: Social Amplification
#12DaysofAviation
In addition to managing the day-to-day channels for personal travel assistant App in the Air, D/R was tasked with creating an integrated social campaign to drive engagement and news at a time when few travelers were taking to the skies. According to internal booking data from the app, frequent flyers flew just 5.4 billion miles this year, in comparison to nearly 17 billion miles in 2019; a staggering, yet predictable difference. As 2020 drew to a close, D/R created #12DaysofAviation, a content series on social, featuring a slew of aviation trivia contests and selecting a winner each day to receive a travel inspo gift with the grand prize winner walking away with the miles they lost this year to use when it’s safe to travel again. Clever content creation, paid amplification and an influencer program bolstered the campaign and made it compelling for media beyond social media.