Concept / Promotion
The campaign revolved around creating a responsive Facebook app designed to engage women online and pique their interest in Geneva for a city break. The app married up two themes popular with the female audience: statement fashion and travel.
We tapped into women’s affinity for fashion and style as a strong pull factor to draw them to play the competition game. The users were given an opportunity to create a look board by selecting fashion items to define their city break style, along with 6 activities meant to spark their interest in visiting the Swiss city.
The look board showcased the user’s chosen fashion items and city break activities in an attractive way and social sharing was enabled to increase the viral potential of the competition. The competition app received a very warm welcome from users, with more than 300 entries on the day of the launch itself.
Email marketing, social media advertising across Facebook, Twitter and Pinterest, and blogger outreach were used to raise awareness of the campaign, promote the package and entice women to enter the competition for a chance to win a weekend with their girlfriends in Geneva.