AIR MOFO

We launched a festival airline instead of spending money on printed programs…

To celebrate Mona Foma’s relocation to Launceston in Tasmania’s north in January 2019, we launched a festival airline (Air Mofo). This was a social media lead initiative, and promotional alternative to traditional print media, attracting festival-goers in Melbourne, Sydney, Brisbane and Adelaide.

192 seats were filled with competition winners, media and tourism representatives. I was the concierge of the airline. Managing logistics and communications in the months leading up to the flight and playing host on the day at the Melbourne and Launceston airports. 

The result? Lots of free press from the likes of the Guardian, Vice, and AU Review. 150 happy punters with overwhelming positive word of mouth to influence their comrades back on the mainland; not to mention a flourishing relationship with our local Tourism bodies and major sponsor Qantas.