CheapCaribbean, the leading online travel agency specializing in beach vacations to the Caribbean, Mexico and Central America, had free flight credits to be used by the end of 2019 and tasked NJF with presenting press-worthy ideas that would utilize the flights and garner top-tier media coverage. Recognizing that Teacher Appreciation Week was approaching in May and teachers had been a top target customer for CheapCaribbean, NJF recommended giving 100 flights to members of their Beach4Teach Club, their free teacher membership program.
Teachers were encouraged to sign up for the club by May 9, and on the last day of Teacher Appreciation Week, members would receive an email to register for free flights to Mexico. The first 50 to sign up were gifted roundtrip flights for themselves and a plus one.
The team leveraged stats around how teachers are in need of appreciation, from 94 percent of teachers spending their own money on school supplies to nearly one in five U.S. teachers working a second job.
The initiative resulted in:
- 198 placements in top-tier outlets like Travel + Leisure, PopSugar, Thrillist, Coastal Living and Business Insider, as well as broadcast coverage throughout the U.S.
- More than 1.57 billion media impressions
- CheapCaribbean’s Beach4Teach Club secured 10.8K members from this initiative, increasing total membership by 362.6 percent.