Presentation Title: Brands are the new publishers by Paul Buckley - Aer Lingus. At the OMiG Digital Summit 2016.

1. Brands are the
new publishers
Paul Buckley
head of social media, Aer Lingus

3. #dublin2dc
a digital journey celebrating the launch of our 4x
Weekly a330 service from dublin to washington dulles

4. Objectives
1. Drive early-stage awareness of the new route
2. Stimulate consideration and bookings in the lead up
to commencement of operations
3. demonstrate the innovative and humourous side of
our brand personality

5. planned
unplanned
Always on event
Key Messages
everyday campaign
reactive live

6. plan
Announcement Lead-in inaugural

13. INSOURCED CONTENT
CREATION

16. Why?
1. It’s Cheaper – allows us to do more
2. It’s Faster – real-time content has a short life-cycle
3. We have established Trust within the business

20. Thanks!
@PAULBUCKL