Aer Lingus
With over 4,000 employees and the official airline of the Irish Rugby Team, Aer Lingus is one of Ireland’s largest and most successful airlines. Founded in 1936, the airline is a subsidiary of International Airlines Group, the parent company of British Airways and currently operates flights in 92 airports across 24 countries.
Project Overview
- Client: Gatekeeper PR
- Sector: Travel & Tourism
- Category: Digital Strategy
The Challenge
Flying high in Business
Gatekeeper PR commissioned Byers+Co to create a visual identity and digital presence for the annual Aer Lingus Business Awards. Now in their 10th year, the awards celebrate the best organisations and individuals in Northern Ireland’s private sector across nine different categories. Gatekeeper PR needed an online platform where entrants could easily submit entries and were easily automated to schedule personalised emails saving admin time.
The Flight Path
Collaborating closely with Gatekeeper PR, we facilitated a User Experience (UX) workshop to understand user behaviour and identify any usability obstacles. From experience, we knew usability and aesthetics were crucial to meet user needs. We worked in tandem with the client to develop a customer journey map, wireframes, and low-fi visuals and used the Byers+Co. agile methodologies to quickly create an interactive prototype. During this process it was discovered that submissions are generally completed over a couple of days with the entrant coming back numerous times to make amends, it was important we included a function to easily save progress and send when ready. An editable pdf was also offered as a download allowing entries to be emailed at a later date.
Ready for take-off
9 different category-specific entry forms were created to collect and collate submissions that organised and sent entries directly to an email folder on the client's computer and save a backup copy onto the database. We leveraged the power of video on the homepage to grab attention and improve search engine rankings along with integrating 3rd party software to collect user feedback and see how visitors interact through heatmaps, session recordings, and conversion funnels.
Piloting Success
During the deployment phase, we installed an SSL security certificate and a cookie policy bar to comply with GDPR requirements when collecting and storing user data. Magazine adverts and digital banner adverts were created for above and below-the-line marketing campaigns to drive award awareness and encourage online entries. A wide range of awards-related material and promotional items were produced to accompany the digital.
Soaring Results
The automated website and Analysis traffic to increase conversion rates and improve bounce rates. With feeding digital content through relevant channels, we managed to attract more visitors through social media, this increased by over 200% during the call-to-entries launch.
30
Awards & accolades
6
Countries attended
30
% Increase in Social
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