App in the Air:
Developing AITA’s Voice Beyond Social
category: content creation
A Personal Travel Assistant App and a Pandemic….
Not a perfect marriage. To maintain overall awareness as its users waned due to decreased travel and in order to capture future fliers, D/R leveraged the app’s new health features to launch an ongoing content campaign. Created to increase engagement and spur new downloads, the campaign included a strategic media buy in key business travel and tech outlets; development of sponsored newsletter copy and graphics; social media posts across channels; and the production of a new IG video series, “Grounded Live,” offering a thought leadership platform CEO Bayram Annakov to comment on the future of flight and a space to maintain connection to the 'grounded' frequent flier community.