Spanair and the Volcanic Ash Crisis

Shackleton Spain

Entry Information

Category: Travel & Hospitality/Transportation
Country where program ran: Spain
Date program started/ended: April 16, 2010 through May 20, 2010

Product Description: Spanair's social media management campaign during the air crisis due to the ashes of the Icelandic volcano eruption.

Advertiser/Client Name: Spanair
Media Channels:
Website: http://www.judgingishard.com/campana/echo/volcano

Strategy

Marketplace challenge:

The ashes of the Icelandic volcano Eyjafjalla caused the greatest European air crisis all-time. Flights all over Europe were cancelled and all the airlines information systems came to a standstill, leaving most of the passengers and relatives lacking in information about the flights.