PROVOCATIVE PR CAMPAIGN RESEARCH (TAKE AVIASALES FOR INSTANCE)

Provocative campaigns have been a controversial strategy in the domain of public relations. There are arguments about its role in promoting brands' services and products. Nowadays, the development of technology ushers in an era of information. With the new technological support provocative campaigns are proven in practice to be a successful way to promote products. The aim of this research is to study the positive effects provocative campaigns can provide when it comes to promoting. The method this research adopts is the case study method. This research is based on the cases of the airline company Aviasales. The novelty of this research is that the research studies Aviasales's most recent Real-Time PR with provocative contents on the social media, therefore analyzing the positive feedback the company receives. The fields of application of the research include communication, PR and advertisement. The conclusion of this research is that provocative campaigns are proven to be helpful and positively effective in terms of promotion.