Small Budget Campaign of the Year

In December 2022, Dublin Airport partnered with Etihad Airways to launch the ‘Win A Trip Of A Lifetime To Abu Dhabi’ campaign. The collaboration offered customers an enticing prize package that included two return business class flight tickets from Dublin Airport to Abu Dhabi, exclusive access to Dublin Airport’s Platinum Services, a six-night stay at Park Hyatt Abu Dhabi Hotel and Villas, and complimentary experiences at Yas Island Theme Parks and Yas Marina Circuit. Winners had the opportunity to explore the Louvre Abu Dhabi Museum, while each competition finalist received a gift hamper from The Loop Duty Free.

The campaign’s primary objective was to support Etihad Airways in promoting Abu Dhabi as a direct destination from Dublin Airport. The collaboration crafted a holistic and immersive experience for travellers and it culminated in a live event at Dublin Airport. The campaign was accomplished without incurring any costs for prizes, which were generously donated by partners. All creative aspects, from press releases and imagery to social media content and web articles, were generated in-house by the Dublin Airport team, saving substantial expenses.

The airport leveraged its relationship with RTÉ Radio 1 to host a live draw as part of the Christmas broadcast at no cost. This collaboration was a win-win-win. Dublin Airport and Etihad Airways gained exposure to a broad audience, including RTÉ Radio 1 listeners, while business partners received additional visibility.

The event featured renowned Irish broadcaster Ryan Tubridy, who assisted with the live prize draw during a primetime slot which recorded 344,000+ listeners. As well as this and extensive press coverage, Dublin Airport leveraged its social media channels to engage audiences and build brand visibility. The strategy for Instagram, Twitter and Facebook included the roll-out of interactive content, videos and user-generated content. Overall, the competition recorded 5,424,632 impressions, 114 shares and 146,794 entries.

During the campaign period 54,798+ users followed Dublin Airport social media channels and business-to-consumer mailouts reached 38% open rate. Additionally, the campaign contributed to an +80% increase in web traffic for Etihad Airways during the same week in 2022 compared to 2021. Dublin Airport Media Relations Specialist Audrey O’Hagan commented: “Our ‘Win A Trip of a Lifetime to Abu Dhabi’ campaign showcased the power of strategic teamwork, creativity and the leverage of a strong media network and existing internal resources. It’s a testament to what can be achieved through collaboration, dedication, good relationships and the generosity of our partners.”