We knew most Ecuadorian airports are located on residential or commercial areas and as airplanes pass, people usually look at them. We discovered a new type of large scale owned media to announce our flights: our own plane.

We decided to run a promotion on which we offered very low prices for our new destinations on the bellies of our planes. The promotion was only communicated through our new type of owned media.

We used our planes as moving billboards with a call to action to access a specific website that would sell plane tickets at a promotional price.

Only those who accessed the URL were able to purchase tickets at such low prices.

In order to maximise our exposure we needed to find a cheap and massive type of media. We decided to create a new sort of owned media: the belly of our own planes.

We placed a specific special price promotion for LAN’s destinations that could only be accessed by typing the URL shown on our planes’ bellies

We managed to be seen by thousands of people without spending a single dollar on media purchases.

Only those who accessed the URL’s were able to purchase tickets at our low prices.

We received 2 million views of the ads at $0 media cost, 43,164 visits to our promotional urls and our sales increased by 18% as compared to the year before.