Home for the Holidays

Amazon Prime Student in the USA wanted to do something to make a big PR splash and showcase the perks of their Prime Student membership with partners like StudentUniverse. We were tasked with creating and pitching our ideas to Amazon - that's where 'Home for the Holidays' was born; a 3 day sale in December where lucky members could snag $25 domestic flights. Securing $1.5 million in investment from Amazon to make the campaign happen.

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To ensure the sale launch was successful, the site required careful management to meet messaging and expectation goals. Although tickets were in high demand, availability was limited. On the day of the launch, pre-planned strategies and communications were executed quickly and efficiently. Real-time reporting and updates were shared internally with key stakeholders and departments, as well as externally with Amazon teams.

Prior to the launch of the campaign, extensive internal management was required involving the technical, pricing, and marketing teams. Additionally, we had to prepare our international customer service team for the upcoming sale during a busy time of year. To promote the campaign, we collaborated with Amazon's PR team to create press releases that were kept under embargo until launch. Effective stakeholder management was a crucial aspect of the preparations, involving both StudentUniverse and Amazon.

StudentUniverse was able to exceed the number of available tickets by effectively managing pricing and availability, maximising what we could achieve with Amazon's investment. After the campaign, we provided detailed wrap-up reports to Amazon's technical and marketing teams. The PR coverage we received before launch surpassed all expectations and targets, being featured on regional and national news, online publications and even went viral across social media.