Monarch: The Year of Nice

Monarch, a low-cost airline, launched 2017: The Year of Nice, a campaign in the UK to increase brand awareness, sales and improve consumer perceptions.

Campaign details

Brand: MonarchAgency: Tin Man

Summary

Yes, Monarch went in to administration in October 2017. 2,000 people lost their jobs and, almost overnight, a 50-year-old company collapsed.

Unfortunately, there were deep financial issues that a consumer PR campaign alone would never fix.

However, in terms of personality-building, perception-changing and sales-increasing, this campaign delivered in spades. We feel this body of work is a great example of blending clever strategy, creative thinking and exceptional execution to create PR gold.

We secured:

  • 492 pieces of coverage, with 71 nationals
  • Commercial uplift of 700,000 new bookings
  • Independent research showed...

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