Case studies > Future Traveller Tribes 2020
The Brief
Following a strategic investment in developing a new IT system for airlines, Amadeus needed to shift its brand perception from being purely a global Distribution System (its core business) to a technology partner, particularly in the minds of board-level airline executives. The project had to deliver not just national and international media coverage but also a platform for Amadeus’ PR agency network to generate consistent local market coverage. The project was designed with cost-effectiveness in mind - delivering not just media value but also generating sales leads, empowering account managers to open new conversations and support direct communications. By building a dialogue about the future, Amadeus was able to engage the industry on issues that impacted marketing, sales and operational strategy to position IT as central to business transformation.
The Result
The media programme consisted of press conferences in 12 markets and 10 separate soft-launches in local markets. Over 350 pieces of coverage were secured across broadcast, international business, national and trade media globally. Flagship interviews were secured with the BBC News channel, BBC World Service, CNBC and CNN International as well as a full page article in the Financial Times. The platform enabled Amadeus executives to outline a vision of the emerging tribes that will dominate the purchase of air travel in the future and the technology airlines require in order to meet these changing needs. The report itself was downloaded by 150 airline and 317 travel agency managers. Content was used in Amadeus presentation at industry events for 12 months at over 20 events and formed the basis of direct customer communication and a dedicated site was established on Amadeus’ intranet for employees. Today there are over 20,000 exact search returns in Google for ‘Future Traveller Tribes 2020’.