Brief: Activate Monarch’s headline sponsorship of the English Heritage Picnic Concert Series by highlighting the travel group’s quintessentially British positioning.

Our audience insight: “I’m not here to think about flights, I’m here to watch Will Young and have a picnic in historic surroundings.”

Activation: A fleet of vintage ice cream vans in Monarch livery that attended the events and dispensed specially made, all-natural ice lollies to concert goers. Each lolly had a competition (and data capture) mechanic on the stick and a special flight booking code on the wrapper.

Results: We dispensed 55,000 lollies and 20,000 coolbags over the 14 concerts. 76% of guests asked thought that Monarch’s activity was “very effective”, and 96% of guests asked claimed that Monarch’s activity would potentially encourage them to book a flight or holiday with them. The codes on each lolly wrapper resulted in over 1,000 direct bookings, generating Monarch’s best ever results from a discount code promotion.