The Moodies
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Aer Rianta International – Accelerating B2B Marketing in the Digital Space
Leading Irish travel retailer Aer Rianta International (ARI) recently set out a firm ambition for its B2B marketing. Its goal was to “deliver a compelling, multi-media B2B global marketing programme to engage with key stakeholders, prospects and industry at large, broadening our communication channels and executing a best-in-class content plan”. The company aimed to be seen as “innovative and creative” and “to position ARI as a visionary in travel retail.” Some 25 marketing tactics have been set out to be delivered over a two-year period targeting multiple audiences via different media channels, with an emphasis on industry media. One major highlight was a campaign for International Women’s Day in 2021, with The Moodie Davitt Report a key partner (via a web makeover and related editorial).
An uplifting campaign: ARI and The Moodie Davitt Report came together for International Women's Day 2021
The target was to reinforce ARI’s commitment to diversity and inclusion, using a disruption campaign. ‘Women Rise’ as the theme signalled the declaration of ARI’s belief in the power of women. It was also an invitation to participate. Importantly, ARI colleagues delivered the message themselves, which was essential to increase credibility while striking, celebratory plaques were created for female team members across the world for sharing on their personal social media pages. This campaign reached over 56,000 people (across both ARI and The Moodie Davitt Report platforms), had 133,913 impressions and excellent feedback from across the business and externally. ARI Deputy CEO Anthony Kenny said: “Thank you so much for your creativity in the Women Rise campaign. The campaign… shines a bright light on the determination, dignity and excellence that our female colleagues bring to their work across the ARI estate.”
The Moodie Davitt eZine The Moodies 2021
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