The Challenge
Direct flights from Jersey, Guernsey and the Isle of Man are a real draw for families who dread layovers with young kids. But Ibiza's clubbing reputation was doing all the talking. Before FlyDirect could sell summer seats, we had to change the story families tell themselves about the island.
Our Strategy
Over a week-long shoot on the island, we captured Ibiza through a family's eyes - hidden coves, boat trips, snorkelling and kid-friendly restaurants. Each layer designed to do a specific job: scroll-stopping reels to spark curiosity, practical itineraries and guides to build intent, and FlyDirect-branded hero films to convert. Everything fed a layered Meta ad funnel, with organic cuts posted across our own channels using trending audio - an organic layer that reached nearly half a million people before the paid campaign had even launched.
The Results