Taking glamour to the skies

Developing a distinctive airline campaign for a challenger brand …

The issue

Mass consolidation in the aviation industry left our client facing a new breed of global competitor. Our client wanted to capture their unique brand values, showing the glamour, fun and comfort of flying with them. They wanted to be bold and courageous.

What We did

We evaluated their ‘James Bond’-style campaign from early ideation to pre-testing across TV, press, poster and digital channels. Our insight study showed the campaign transcended geographies, communicating the desired associations and offering compelling reasons to consider the brand ahead of its competition.

The outcome

This effective campaign helped our client fill more seats globally year on year and the airline has grown its share of passengers across all routes. The estimated payback is over 5x the media investment and Global market share increased by +5%.

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