THE CHALLENGE

ICON was appointed by leading OTC ("over the counter") pharmaceutical firm, Paedpharm, to launch an innovative new nasal spray called "Fess" into the Australian market.  The specific target market for this campaign was the travel community who could use the new "Fess" nasal spray to alleviate nasal congestion when flying and ward off potential colds during air travel.

THE SOLUTION

An extensive media relations program was developed targeting health, consumer, travel and pharmacy trade media.

Product drops were also undertaken and story angles developed to drive positive exposure of the product with target media.

An influencer campaign was undertaken to reach and educate flight crews and frequent flyers.

ICON also identified a range of national sporting teams who travel internationally on a frequent basis and organised product drops and free samples.

The travel media was also targeted via a heavy media relations program. Sponsorship was also undertaken with the Australian Society of Travel Writers.

THE RESULTS

A total of 9.5 million consumers and travellers were reached during the campaign with strong sales resulting from the activities. Fess is now the number one nasal spray in the country.