Besides it is worth mentioning that the real target audience was not limited to those 28 winners who were allowed to visit the airfield. We targeted at all contest participants who visited the landing page, their social networks friends who liked their posts and then visited the page as well, and their friends' friends who could see the likes. Why did we? Because we mentioned high flight attendant salary on the landing page, and thus every new page visit was extremely important to us.
Thus following the launch of landing page and first news posts in social networks and communities we started receiving first applications from participants, and four days later we counted around 2500 unique visitors. A week later we finished the contest and invited 28 participants who received the highest number of likes (in total 93 participants registered for the contest).
The winners visited the airfield, took photos in Boeing-747 crew captain's chair, saw hangars and listened to mechanics who told them about a plane equipment and maintenance, drank coffee in business hall, and visited Transaero office in Domodedovo airport. Nearly every participant asked current flight attendants about employment and working conditions at the company.