THE PROBLEM

How could we cut through the clutter to connect with our most influential (and most cynical) audience – Travel Agents?

THE SOLUTION
A passport-sized diary documenting some of the worst inflight experiences EVER. Sent as a DM to agents, to create a bond through humour and understanding.

THE RESULT
An upsurge in Travel Agent bookings by 4.5% during the campaign. Not bad for a near-zero-budget, "zero-agent-commission" drive.