Entertainment is all about storytelling and the same applies to working a brand into the mix.

Too often the end product is seen as an end in itself but the story behind a campaign gets left on the shelf.

We are all about telling the stories of how marketers can better engage with the various different kinds of content marketing that can be created and so we applaud RTÉ Media Sales for this short video case study of how they worked with Aer Lingus to create a bespoke campaign that delivered for the brand.

Jennifer Zamparelli is high profile in RTÉ now with her own show on 2FM as well as having hosted Dancing With The Stars.

RTÉ used its access to pushing out content on the Player as well as online and through social to build a programme concept about a weekend away in London.

Clearly but subtly Aer Lingus branded the content went on to be viewed 68,000 times and to have created 2.7 million impressions.

That filtered through to a serious uplift in searches for London weekend flights on Aer Lingus and a clear measurable return on investment.

Better still RTÉ has chosen to include a short piece with Roz Duff from Aer Lingus and Brian Geraghty from RTÉ telling the story of how it came about and how it went down.

“The appetite for short-form bite-size content is insatiable right now, particularly among younger audiences,” said Geraghty.

“Together with Aer Lingus and The Story Lab, we built a partnership on RTÉ Player, RTÉ.ie and RTÉ 2FM that reached a key client base for Aer Lingus in a fresh new way, while entertaining and engaging RTÉ’s audiences.”

We are happy to share that with you today.


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