As a challenger brand in the US market, Aer Lingus’ (AL) awareness is low when compared with the bigger players of American Airlines, Delta and Jet Blue. AL’s sponsorship of the Aer Lingus College Football Classic (ALCFC) therefore was key as, with the strategic business imperative being growth in the US, this event allowed us to raise brand awareness in a heavily saturated market.
The 2024 event was especially important, as it came at a time in the market when new competitors had entered, offering services direct from the USA to Dublin. The ALCFC allowed us to cut through the clutter and engage with our target audience by tapping into American culture and fandom, leveraging all available opportunities to drive awareness and consideration and showcase the airline’s service to new customers.
These strategic activations, and the roll-out of a hard-working marketing mix, produced big results for us. It really is much more than just a game.
