With most of the expats and Saudi nationals planning their vacations around winter, the heat was on to get people to fly Nasair.So we thought of bringing ice to Saudi Arabia.

We placed the winter schedule in blocks of ice and then delivered them to travel agents in Riyadh and Jeddah.The thought was to encourage them to start talking and drive more sales during winter for nasair.

As the ice melted, the message and schedules were revealed.

These were placed at major travel agent stores in Riyadh and Jeddah. All agents contacted responded extremely positively to this act of creativity.

The overall increase at travel agents in the 2010/11 winter season was up 35% on the year before. The Ice Blocks played a big part in this increase.