Targeted Airport Sampling Program with Theraflu

1. Airport Sampling Program
Case Study
Theraflu

2. Theraflu & AMI
Targeted Sampling
Situation
Theraflu set out to make a positive and lasting impression on airport passengers, and gave AMI a list of their target markets. AMI created a list of key airports
close to those markets and obtained flight schedules from Boston Logan. Each flight to Theraflu’s target markets was highlighted and given to Theraflu’s Brand
Ambassadors to focus on those departure gates and baggage claim carousels of arriving passengers.
Tactics
AMI created an engaging marketing campaign in Boston Logan during the holiday travel season. For 45 days from December to February, AMI worked Monday
through Friday during peak travel hours to distribute samples and promote Theraflu’s Severe Cold & Cough Relief product to arriving and departing passengers.
Results
The Theraflu program was a resounding success, with 158,300 samples distributed, surpassing their goal of 150,000 samples. The program also generated
increased brand awareness for Theraflu, with an estimated 4.5 million people exposed to their brand over the 9 week program. Airport officials and staff were
extremely happy with the overall program. The Brand Ambassadors became recognized by business travelers and were highly regarded by passengers, flight
crews, and airport personnel.