A brief presentation of the Aegean Airlines digital marketing case study, that started off from the website re-design and went on even to affiliation programs. (presented by Katerina Karayianni, Head of Digital Marketing, at the Online Marketing Conference 2011)

1. HIGH FLYING
DIGITAL
TACTICS
AN CASE STUDY

2. About Atcom
• Greece's leading internet technology company with a focus
on web & mobile CMS products and development services.
• A 'one stop shop' partner to publishers, ad / media agencies
and brands, through a Digital Marketing unit that includes
services such as design, SEO/SEM, social media & affiliate
marketing
• A growing international footprint, with offices in London
and, shortly, in Dubai.

4. Aegean Airlines
Ad creative
Affiliate marketing website Social media
SEO (coming soon)

5. Aegean Airlines
Ad creative
Affiliate marketing website Social media
SEO (coming soon)

6. aegeanair.com
powered by
netvolution

7. aegeanair.com

8. aegeanair.com

9. Aegean Airlines on Facebook
w to get 70 .000 likes
OR ho
in 120 days

10. Aegean Airlines
Leading Greek airline
Premium services brand
Recession
Commoditization

11. Aegean Airlines on Facebook
• We made a thorough audit on what is being said about
Aegean, and delivered a Baseline report, standing on
mentions with the use of monitoring tools.
• We rolled out a new content strategy for social media.
• We rolled out a new communication plan for social media.
• We refurbished Aegean’s Facebook Page, reflecting the
brand’s values.
12/2010

12. 1. Facebook page revamp
Aegean Airlines on Facebook

13. 2. Getting closer to F-commerce

14. Aegean Airlines on Facebook
«Πετάξτε τώρα για κάθε λόγο
ανεξαιρέτως!»
13/12/2010

15. 3. Λογοµαχίες!

21. 3. Λογοµαχίες: RESULTS!
+ 300% in 30 days
from 12.000 to 49.000 likes
8.000+ comments
in 30 days
59.000 total votes!

22. Aegean Airlines on Facebook
Thanking the fans at
50K milestone
4/3/2011

23. 4. 50.000 Fans & Miles: RESULTS!
17.000 brand
ambassadors
+7.000 new fans
in a week

24. Aegean Airlines on Facebook
Giving value back to the community,
embedding social media in the
core communication vehicle
Offers!
29/3/2011

25. 5. Offer: Choose a destination
Choose a
destination

26. 5. Offer: Choose a destination

27. 5. Offer: Choose a destination

28. 5. Choose destination: RESULTS
• +23.000 new fans 57K to 80K in 10 days
• 4.500 + comments in 10 days
• 30.000 + comments for each offer
thousands of users chose their offer!
8/4/2011

29. Aegean Airlines
Ad creative
Affiliate marketing website Social media
SEO (coming soon)

30. Aegean Airlines
Ad creative
Affiliate marketing website Social media
SEO (coming soon)

31. Aegean Airlines does Affiliate
Performance based campaign (% of booking value)
Promotion through
• text links blog coverage
• promotional banners
• search masks:

32. Affiliate text links: Blog love

33. Affiliate text links: Blog love
Network of over 3.000 blogs & websites

34. Affiliate banners: Promotions
Banners promoting special offers
• Instant deployment of message
• In line with the brand’s communication strategy
& tactical promotions
• Integration!

35. Aegean Airlines
Ad creative
Affiliate marketing website Social media
SEO (coming soon)

36. Aegean Airlines does SEO
• Moving forward with a strategic view of SEO
• Gaining and establishing visibility in SERPs
• Viewing Search as a vital part of every 360 communication
plan
• Bringing offline & online together through Search

37. Re: Integration
• It will increasingly become a critical success factor of
marketing, both in terms of offline/online but also within digital
(display/search/social/mobile)
• It will be in the eye of the customer, not in the mind of the
marketer
• As the 'Big Bang' of digital unfolds further, it will remain a
challenging yet immensely exciting process
Thank you!