Best Airline Social Media Campaign, Best Travel Social Media Campaign

2011 brought a new high-flying challenge from our long-standing client, Copa Airlines: Create a social marketing program that would grow its fan-base on Facebook, generate massive brand awareness and increase ticket sales on Copa’s website. The result was Passport America: a Facebook-centric program where users leveraged their social networks to participate in the drawing of a lifetime: the ultimate Grand Prize of round trip airfare for a lucky winner and a friend to each and every one of Copa’s 59 destinations

At the end of the campaign, Copa’s ROI expanded to 50 times their initial stake in the project and earned them 133,000 new Facebook fans to boot. Visits to copaair.com more than doubled year over year. And of the 279,000 users registered for the promotion, a third of them were referrals generated by their friend’s invitations. In total, 1.3 million invitations were sent.

Contributors:

Creative Officers:	Jayson Fittipaldi & Vicent Llopis
CEO/Chief Strategist:	Carlos Garcia
Senior Art Director:	Michelle Pujals
Junior Copywriter:	Valentina Sulbarán
Lead Developer:	Rafael Torres
Development Manager:	Antonio Rodríguez Martinez
Developers:	Nizar Khalife Iglesias & Waldemar Figueroa Medina
Digital Producers:	Carlos David Glass & Jahaira Vazquez
Accounts:	Jesse Montano& Silvana Massolo
Media:	Albizu Garcia & Cecilia del Castillo

NOBOX

Location: United States