Touchdown in Detroit


RST Facebook Campaign: Touchdown in Detroit


What It is: A contest to win airfare, game day tickets and hotel night stay for the December 14th Vikings/Lions game in Detroit.

Goal: Rochester International Airport wanted to celebrate the kickoff of their new nonstop flights to Detroit and Atlanta via Delta. This is big news since these are two of the world’s biggest hubs and connects travelers from RST to anywhere in the world.

How it Happened: Marty Lenss, is RST’s new executive director, and he is known for his aggressive and creative marketing. Marty decided (even though rumor has it he’s a Packer fan) to buy 2 tickets to the Minnesota/Detroit game with the idea of a giveaway that includes, tickets, airfare and hotel stay in Detroit. Marty turned the campaign over to Tiana Rossow, his internal marketing guru to develop and implement. Tiana is, in our opinion, a social media pro and her idea was to carry out this campaign through their popular Facebook page.

What We Did: Tiana called CWS and together we came up with the Touchdown In Detroit Giveaway through RST’s Facebook page. CWS designed the page, built the application, and wrote the rules. The contest launched at 6am on Tuesday, September 2-the precise time of the first flight to the new hubs from RST.

In addition to building the Facebook application, CWS developed a marketing plan to get people to the entry form which included both traditional media placement and new media placement in the form of Google and Facebook ads.

While CWS worked on the build-out and marketing; Tiana worked on the press releases, PR and launch event at the Peace Plaza.

Immediate Results: The event at the Plaza was a big success. Television, Radio and Newspapers picked up the story and entries have been flying in.

Likes: 500 new likes on FB in week 1
Page Reach: Up to 7,324 in a single day
Entries: 138 entries in the first day

Congratulations to the Rochester International Airport on a successful launch to their Touchdown in Detroit giveaway and for their creative and aggressive approach to marketing. Score!! Please visit the Touchdown in Detroit campaign, then let us know what you think by commenting below.