Shannon Airport: Win Your Holiday Wishlist

Shannon Airport is known for convenience. The challenge was to make it feel equally exciting. “Win Your Holiday Wishlist” set out to reposition Shannon as the inspiring start of a holiday, while building awareness of its direct route network beyond its regional catchment and creating valuable first-party data for future marketing.

We transformed a standard prize draw into an interactive travel experience. Rather than asking people simply to enter, participants built their own personalised holiday wishlist from Shannon’s real destinations. Every choice did three jobs at once: it revealed a route, increased consideration and generated insight into traveller demand.

The five-week campaign evolved through City Breaks, Sun Destinations, Stateside Trips and a bucket-list Grand Prize, refreshing the creative and increasing aspiration as the campaign progressed. Broadcaster Kathryn Thomas anchored mobile-first explainer content, Shannon’s recognisable mascots added personality, and a frictionless landing page connected social discovery directly to entry. A Spin South West radio takeover extended the campaign beyond digital while still driving audiences back into the same measurable journey.

The results were exceptional. The campaign generated 109,290 landing-page sessions and 70,681 entries from 51,027 unique entrants. It achieved an 86.5% conversion rate and captured 42,688 newsletter opt-ins, including 24,992 unique opted-in email contacts, around three times the pre-campaign estimate. Paid social delivered 839,854 impressions, 31,884 clicks and a 3.80% click-through rate, alongside 192,824 video views. Kathryn Thomas’s launch content generated 251,559 impressions and 8,545 landing-page views. Instagram alone accounted for 46.9% of all unique entrants, while 71% of entries were completed within 60 seconds.

Most importantly, the campaign turned social attention into something Shannon could own. It did not simply generate engagement; it created a permissioned audience, captured destination preferences and showed which travel propositions generated the strongest interest.

By asking people where they wanted to go, rather than simply telling them where Shannon flies, “Win Your Holiday Wishlist” made route discovery personal, participatory and measurable. The result was a campaign making holiday choice part of choosing Shannon Airport. It proved a regional airport could compete for national attention by turning inspiration into action, and action into long-term customer value.