TEAMWORK! Partnering with Vendors in Your Social Media Environment

Rochester International Airport (RST) launched a contest last week that has taken off fantastically. This contest is a great example of successfully partnering with vendors to develop a dynamic campaign, share the cost, and enjoy the exposure all parties can provide.

The Partners:
RST, Delta Air Lines, American Airlines/American Eagle and Local Media all pulled together to make it happen. The power of social media helped to sweeten the deal for all parties involved.

The Contest Message:
The public is urged to go to RST’s Facebook page or their website and enter to win FREE Airfare from Delta or American Airlines.

RST’S Part:
RST worked with CWS to organize the contest, plan the marketing surrounding it and develop custom contest landing pages, entry forms, and official rules in their Facebook environment. RST dedicated their fourth quarter marketing budget to promoting the contest.

The Airlines:
Delta Air Lines and American Airlines provided the prizes. FREE AIRFARE!

Local Media:
Provided built in extras around the traditional marketing that utilized their social media capabilities such as texting programs, contesting tools, and talent who would talk about the giveaways on air.

Everybody Wins:
Delta and American Airlines receive mentions in a hefty media campaign. Plus they get to star on RST’s Facebook page with planned wall post promoting their product and linking to their site.

The Local Media Partners receive revenue from RST, mentions in the social media environment, and get to bring a fun contest to their viewers/listeners.

RSTenhances their name recognition, spreads goodwill by providing a chance to Fly Free with RST, brings big-time traffic to their Facebook environment and gains followers.

It is a bit of coordination in the upfront but by taking some time to think it through, finding great partners, and providing value to all, you can create an impressive and dynamic campaign that will grab your customer’s attention.