"Up In The Air" DVD Release
In order to maintain the momentum of Travelpro’s massive product placement in the movie “Up In The Air”, nominated for six academy awards, we continued a highly successful partnership with Paramount Pictures for the DVD Blu-Ray release. Travelpro participated in the marketing launch activities along with other partners, American Airlines and Hilton hotels.
Time Inc. (parent company of People.com and EW.com) hosted a custom “Up In The Air” sweepstakes site (www.upintheairsweeps.com) where consumers could enter to win a grand prize of a trip for two to anywhere American Airlines flew in the US, a stay at Hilton Hotels as well as a set of Travelpro luggage for two. Media placement consisted of over 17 million ad impressions in the form of co-branded online banners driving people to enter the sweepstakes on both People.com and EW.com (People.com has 12.9 million monthly unique visitors and EW.com has 5.2 million monthly unique visitors) and a People.com e-blast to over one million People.com opt-in subscribers. An additional viral element was also added to the sweepstakes by allowing consumers to use Twitter to tweet about who they’d like to bring along with them if they win as well. In addition, Paramount Home Entertainment supported the promotion with online rich media ad units as well as an e-blast to PHE opt-ins, placement on the Up in the Air Facebook page, Twitter page and official movie website – all featuring the Travelpro logo. Lastly, the March 5th, 2010 edition of People magazine featured a full page 4 color ad with a sweepstakes callout and also featuring the Travelpro logo. FYI-Scott Applebee, the VP of Marketing at Travelpro, is a dream client!!!!!!!!!!! He rocks!
