Our work involved developing a matrix of return flights from London to Los Angeles for 80 people, filming, and hosting contestants and film crew. The PC Agency organised all the filming for two of the flights to capture footage with as much of the airline’s branding appearing in shot as possible – on the ground at Heathrow Airport on the approach to the terminal, at check-in, in the lounge and boarding the flights.

We guaranteed that three contestants would post three updates mentioning Aer Lingus on their Twitter and Instagram channels, which the airline would repost on its own social media, and that the airline could mention its partnership with The X Factor in all marketing materials to customers. Additionally, we negotiated free access to ‘bonus’ footage of contestants at airports and onboard the flights, which Aer Lingus turned into a ‘behind-the-scenes’ video for its social pages.

Impact: Broadcast media coverage: 15 million+ views | PR coverage reach: 37.2M | Social media video: 1M views | |UK traffic up 10%.