Even Make-A-Wish Has Wishes. We Gave Them Wings.
Make-A-Wish Foundation grants thousands of wishes each year. Nearly 3 out of 4 wishes required airline tickets, making donated airline miles extremely valuable. To build upon momentum from previous years’ airline mile donations, Make-A-Wish requested a monthlong event that had a natural affinity with airline miles and demonstrated that wishes have a life-changing impact on those whose wishes are granted.
We created a fully integrated campaign completely focused on an emotional connection with an iconic symbol for “Giving Wishes Wings.” This child-like symbol of flying like a plane was seen throughout the United States in a social media challenge, in the PSA, on print and the website, at events and throughout paid digital media as well as a paid network placement on CNN Airport News. The result? 54% more airline miles and 25% more monetary donations when compared to the same time frame the previous year.