V Australia needed to increase sales on its route between Sydney and Los Angeles, but wanted to avoid price war advertising. Rather than compete for share within the current market, they set out to grow the segment and attract new travellers to the market – people who weren’t already considering travelling to LA.

Our challenge: put bums on seats with V Australia’s new “3 Day Deals”. The biggest obstacle was to convince people that LA was actually “do-able” in three days. The perception was that it was too far, too expensive and just too hard.

We had to put LA within people’s reach and position it as the ultimate short break. So, we decided to demonstrate exactly how you could experience LA in just three days.

Over a three week period, the website recorded:•Over 67,000 visitors •Over 55,000 unique visitors •Over 175,000 page views •Time on site: over 3 minutes •Just under 50% click through rate to the “Flight Deals” button on the website.The film of the stunt became the basis of a mini documentary for the airline’s in flight entertainment, webisodes, retail TVCs and was taken up by cable Channel V as content.The take up of the “3 Day Deals” was so successful that the offer was extended for an additional month.V Australia was so pleased with the results, 4320Sydney was launched one month later.

We ran a promotion, using print, online and radio to recruit three energetic, enthusiastic Aussies - willing to fly to LA for 72 hours of non-stop action. The catch - they had to share all of it with the rest of the world by twittering every minute of their trip - that’s 4,320 tweets. The prize – a round world ticket on the Virgin Airlines group.The use of Twitter to fuel the campaign tapped into the mindset of the target market in a way no other medium could. It was new, it was immediate, and its freshness translated both to the brand and the destination.Feeding the tweets live with twit pics to a purpose built website (4320la.com), added to the dynamism of the campaign, creating its own sense of urgency and excitement.

The tweets were also relayed and promoted live each day through the radio station’s drive time segment.