SkyWard Express
The Challenge
Skyward Express is a choice carrier serving seven emerging key tourist destinations for both business and leisure travelers. Skyward Express wanted its existing and potential customers to see them in a more adventurous and savvy light. As their growth in the industry progressed, they needed their face and brand associated with beautiful memories and stories of the destinations they dare to explore in the country.
The primary form of engagement they had been using with passengers is digital marketing. With visual, audio and text copy meant to show their stations, operations and destinations. Skyward Express needed a better narrative, one that can engage with customers in a more personal and productive way. Skyward Express was not suffering from brand recognition but rather needed to improve their engagement with passengers directed to travel experience and adventure, seeing as humans are fun people in nature.
The Approach
Between January and April 2022, we embarked on a campaign known as the ‘What’s your sky story?’. This campaign is aimed at encouraging travelers to share their experiences in the sky. Through social engagement, Skyward Express gains brand recognition and equity. What’s your sky story is a docuseries, narrated by travelers who are set on a journey to tour all the seven destinations in which Skyward Express operates.
i. Explore content marketing Traditional marketing talks at people while content marketing talks with them. Content marketing has proven to be an effective tool in marketing products and services. Well-crafted videos help to increase website traffic, sales and generate leads through music, creativity, direct call to action and engaging narratives. The What’s your sky story contains full episodes, Teasers and reels produced of the different destinations.
ii. Optimize on social media platforms for marketing The second approach was to tap into the wide usage of social media in the current world will help increase brand awareness for Skyward Express. “#WhatsYourSkyStory?” is a movement that stimulates engagement on social media platforms with consistent and strategic social media postings for the content created. Which gives Skyward Express an opportunity to be on top on all social media search boxes as an active airline service provider in the country.
The first destination, Lodwar already covered by the a young story teller, bears positive results. After visiting Lodwar, our production team conducted reconnaissance and developed strategic stories that would be engaging to travelers. Two episodes where produced from this destination. The first one explored the iconic Jesus statue found near the Lodwar airport as well as the night life in Lodwar town. While the second episode was about the Turkana traditions such as why men sleep outside the manyatta and women are the ones who build the manyattas.
Conclusion
The use of social media as a disseminating tool for content created has given room for continuous interaction for anyone on the social media platforms. This helps potential customers stay up to speed on travel destinations and places to visit during their stay. The What’s your sky story is an ongoing campaign that is meant to cover all seven destinations of Skyward with Lodwar as the first successful one.
