Timothy’s Coffee came to Regatta to help build new sales channels. Regatta did just that and more by securing a partnership with Continental Airlines. The program, which began as a co-marketing promotional program, spiraled into a several million dollar coffee sale.
Timothy’s Coffee wanted to create new sales opportunities within the competitive airline category. Regatta was hired to increase its brand awareness within the sector by creating introductions to airline brands via promotional opportunities. The goal was to form relationships that could potentially lead to future product purchases. Regatta sourced Continental Airlines as the right partner and secured a deal in which the airline would serve Timothy’s coffee on Continental flights and offer a monthly travel sweepstakes at Timothy’s retail locations. Regatta worked as a liaison using the promotional partnership to foster a direct introduction to Continental's purchasing team. The campaign was supported by airport lobby/lounge signage, in-flight magazine ads and mileage incentives plus Timothy’s window displays, POP/ signage and co-branded cups (on flights and at Timothy’s locations). In addition, the Regatta team created multi-market events that trained flight attendants to promote new coffee on board flights.
The promotion had a 12% higher activation rate than any previous Timothy’s campaign. Within the first year, the partnership resulted in a $3.6 million coffee sale and Timothy’s branded cups on all Continental flights.
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