case studies.

SUCCESS STORY: Flight Centre

Flight Centre Limited is Australasia’s best-known travel agency group and now has more than 2,000 shops and businesses in 11 countries. Through its network of leisure and corporate travel brands, the company provides a complete travel service for travellers in Hong Kong, China, Singapore, Australia, the UK, Canada, the United States, South Africa, Dubai, India, and New Zealand.

THE TASK:

To launch Flight Centre’s second retail store in Hong Kong.

THE CHALLENGE:

This store opened only three months after the first one. The challenge was how to interest media in Flight Centre a second time around within such a short time frame.

PLUG IN ACTION:

PLUG created a series of intimate media events with the theme “Design Your Dream Holiday”. Journalists were invited to pick their dream destination and have a Flight Centre travel consultant plan a holiday itinerary to suit their specific needs and budget.

THE RESULTS:

The media event brought Flight Centre’s key USPs to life. It also provided a unique way for journalists to experience the brand’s offering resulting in in-depth media coverage. PLUG also secured guest columnist positions for Flight Centre consultants in SCMP and Sassy Online.

COVERAGE HIGHLIGHTS: (click to download PDF)