It started out as an up-hill task, because Indians have typically not been the most keen to fly turbo-props and battling this mindset was the biggest challenge. Moreover, SpiceJet wasn’t flying these planes on major routes like Delhi-Mumbai, but secondary cities like Hyderabad-Goa – and there was a need to create destination awareness in specific segments.
The strategy developed leveraged on potential travelers educating one another about the new aircraft and learning about destinations – all through a series of contests on Facebook and Twitter.
Disclosure: SimpliFlying worked with Bombardier on the social media strategy for this project, which was faboulously implemented by the talented Marketing team at SpiceJet and their agency – iVista Solutions.
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