Miami goes guerilla for City Airline

Gothenburg's largest airline company, City Airline, opens a new line non-stop from Luleå to Gothenburg on the 31st of October. To spread the word of the new destination, Miami ran a guerilla campaign in Luleå last weekend.

At the same time as the Frölunda Indians was visiting Luleå for the hockey series on Saturday the 22nd of October, City Airline made a guerilla attack at specific locations in and around Luleå. A 10 person street team handed out vouchers, which included a ticket offer, a competition and an offer made together with Göteborg & Co for a tourist package, to 10,000 people.

Along with meeting people in town, the street team also put the vouchers, designed like oversized luggage tags, on cars and bicycles.

Activity started early in the morning in the center of Luleå. Later the street team visited the university and the arena in time for the hockey game. The last stop of the day was the theater, whose guests also got the City Airline offer.

Guerilla agency Miami has been City Airline's agency partner since the Spring. Miami specializes in guerilla advertising and has also made famous campaigns for Mitsubishi, Ikea, Metro and the conservatory party
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