Two personas
- Sara, 22: student who wants a cheap, easy trip with friends. Reached through TikTok and Instagram.
- Ahmed, 27: newly employed, values direct flights and easy booking. Reached through Instagram and Google Display.
Digital marketing · Student project
City Break Barcelona
A digital campaign plan for Norwegian Air Shuttle to sell more weekend trips to Barcelona to young adults, with ads for five channels, a newsletter, a landing page and a plan for measuring results.
- Team 3 students
- Course Digital Marketing (ITM31019), Østfold University College
- When Autumn 2025
- 18–30 target age group
- 5 ad channels
- 4 weeks campaign period
- 300k NOK budget
The strategy
Barcelona fits what young adults want from a weekend away: beach, city life, food and architecture in a short time. The campaign message was "Fly Smart, Live More", with prices from NOK 899 one way.
SMART goals
- More City Break bookings, tracked through the landing page
- More relevant traffic, measured by CTR, CPC and bounce rate
- More engagement: saves, swipes and finished videos
The customer journey
- Awareness TikTok and Reels: "48 hours in Barcelona"
- Interest Instagram and Facebook for more inspiration
- Consideration Ad click leads to the landing page
- Decision Price, travel time and practical info
- Action Booking on the website or in the app
The ads
One visual style across all channels, with formats made for each phase of the journey. Google Display is used for retargeting people who have already shown interest.
The landing page
Every ad leads to one landing page, the conversion point of the campaign. We also built a small website that presents the whole plan: personas, customer journey, channel plan, ads, newsletter and evaluation.
What I learned
- Every ad, message and page should point to one measurable goal
- Different channels suit different phases of the customer journey
- A consistent visual style makes a campaign recognisable across platforms
Student project. Not made for or approved by Norwegian Air Shuttle.