Brands are the new publishers

Paul Buckleyhead of social media, Aer Lingus

#dublin2dc a digital journey celebrating the launch of our 4x Weekly a330 service from dublin to washington

dulles

Objectives1. Drive early-stage awareness of the

new route2. Stimulate consideration and bookings

in the lead up to commencement of operations

3. demonstrate the innovative and humourous side of our brand personality

planned

unplanned

Always on event

Key Messageseveryday campaign

reactive live

planAnnouncement Lead-in inaugural

https://www.facebook.com/aerlingus/videos/vb.356935764395976/795881337168081/?type=2&theater

INSOURCED CONTENT CREATION

Why? 1. It’s Cheaper – allows us to do more 2. It’s Faster – real-time content has a

short life-cycle 3. We have established Trust within the

business

Thanks!

@PAULBUCKL