When Norwegian Air International wanted to offer low-cost fares for shuttles to Europe they were met with opposition from the big guys who felt threatened by the competition. We helped them tell their story.
Thanks in part to their new Dreamliners, NAI could fly you from NY to London for close to half of what the large airlines offer. They are already considered one of the best, most cost-efficient options for flying within the EU. However, when they asked the U.S. Department of transportation to bring their services to our shores they were met with heavy opposition from the big, clunky, costly airlines.
Fathom helped NAI position and tout their multiple benefits, focusing on a triple message of job creation, tourism, and low fares.
We created the Open Our Skies campaign, complete with news aggregator website, advertorials, online advertising, petitions, and rallies, in order to provide media and interested parties with facts about the NAI opportunity and why it’s such an important decision.
In addition to the digital outreach campaign, we created a petition on Whitehouse.gov to let Norwegian fly in the U.S. Over 600 signatures helped draw national attention to the effort. We linked the petition directly to the Open Our Skies WordPress website for easy access and up-to-the-second updates.
The Open Our Skies website was cited by dozens of news sources and aggregated over 300 stories about the campaign. The site became the source for journalists looking for real, factual, timely information as well as image packets, reels, interviews with crew and staff, and press releases.
We created a :30 second and :90 second issue detail video highlighting the Norwegian crew, asking them “Why do you fly with Norwegian Air?”. Those same crew members were recruited to instigate rallies directly outside the U.S. Department of Transportation, disrupting the typically dull mornings of government employees and asking them to tell congress to “Let Norwegian Fly!”.