Established in 1984, Virgin Atlantic is an award-winning carrier offering non-stop flights from North America to destinations across the globe. Flying to over 14 destinations in the US including Boston, Virgin Atlantic was recently named Europe’s leading airline to North America.
The Langham Boston, partnered with Virgin Atlantic, connected with our team at HSM to discuss an innovative idea for a social media promotion with the goal of elevating social engagement and building brand recognition. The two companies teamed up to offer one lucky Facebook fan the trip of a lifetime; an all expenses paid trip to London on Virgin Atlantic with a stay at the luxurious Langham London.
The Langham Boston and Virgin Atlantic imported an authentic early 20th century London taxi from the UK to Boston. The taxi was painted the Langham’s signature pink color and was branded with the campaign’s messaging and brand logos. As part of a three-month campaign, anyone who spotted the Pink Taxi around Boston could snap a photo and upload it to The Langham Boston’s Facebook page along with some basic contact information. This automatically entered them for a chance to win the dream vacation to London.
Working closely with the two companies, our team designed, developed and managed the Pink Taxi Facebook promotion from start to finish. As part of the campaign we developed a visually-appealing, co-branded promotional page that conveyed a sense of elegance and exclusivity, while also tying in key visual elements from Boston and London. We made it effortless for the public to submit their photos and corresponding contact information, which resulted in a tremendous amount of photo submissions. The promotional page was hosted in our high-speed, ultra-secure hosting environment which ensured scalability and performance for the duration of the campaign.
The Pink Taxi Facebook campaign was very successful and generated significant interest and awareness in The Langham Boston and Virgin Atlantic’s non-stop service from Boston to London. In fact, The Langham’s Pink Taxi has become synonymous with their hotel in Boston and it can still be spotted around the city today. Some key metrics from the digital marketing campaign include: