Multichannel campaign to drive awareness and bookings for new routes
Wizz Air, a leading European low-cost airline, needed to create awareness and drive bookings for several new route launches in the Balkan region.
The project required a comprehensive marketing and communications approach spanning multiple countries with different consumer behaviors, media landscapes, and competitive environments. Our goal was to develop and execute a unified campaign that would resonate across these diverse markets while achieving measurable results in terms of route awareness and booking numbers.
Launching multiple new routes simultaneously across different markets presented several significant challenges.
In some target markets, Wizz Air had limited brand recognition and needed to build awareness from a relatively low base.
The campaign needed to target different audience segments across various countries, each with unique cultural contexts and travel behaviors.
Several established carriers were already operating on some of the routes, requiring a compelling differentiator to attract customers.
With just 12 weeks from campaign planning to the first flights, we faced significant time constraints for development and execution.
We needed to create significant momentum for these new routes in a very short timeframe. With diverse markets and strong competition, we required a partner who could deliver an agile, multi-faceted campaign that would drive real results.
We developed a comprehensive, multichannel campaign strategy with a unified creative concept that could be adapted to each local market.
We created the "Connect with Wizz" campaign concept, focusing on the connections these new routes would create between cities, cultures, and people, with adaptable messaging for different markets.
We implemented a comprehensive digital strategy across search, social, and display networks, with market-specific targeting and messaging focused on relevant audience segments.
We organized high-profile launch events at airports for each new route, securing coverage in key media outlets and creating shareable content for social platforms.
We developed partnerships with tourism boards and local businesses in destination cities to create special offers and content that highlighted attractions at both ends of each route.
We executed strategic outdoor advertising campaigns in high-traffic locations around departure and destination cities, with a focus on route-specific messaging.
We implemented a structured approach to ensure effective campaign development and execution across all markets.
We conducted comprehensive market research to understand travel patterns, competitor positioning, and media consumption habits across all target markets.
Our creative team developed the unified "Connect with Wizz" concept with adaptable assets for all channels and markets, ensuring a consistent yet locally relevant approach.
We developed a comprehensive media plan, optimizing the budget allocation across markets and channels to maximize reach and impact within budget constraints.
We identified and secured strategic partnerships with tourism boards and local businesses to create added value for travelers and extend campaign reach.
We executed a phased campaign launch across all markets, starting with digital awareness building and culminating in high-profile press events at key airports.
Throughout the campaign, we continuously monitored performance and made real-time optimizations to maximize effectiveness and booking conversions.
The campaign exceeded expectations across all key performance indicators, delivering exceptional value for Wizz Air.
Average load factor achieved on inaugural flights across all new routes, meeting the ambitious target.
For every euro invested in advertising, the campaign generated three euros in direct booking revenue.
Growth in brand-related searches across all target markets during the campaign period.
Media coverage achieved across print, digital, and broadcast channels in all markets.
Booking trend across campaign period by route
Beyond the immediate campaign results, our work established a strong foundation for Wizz Air's continued growth in the region. The "Connect with Wizz" concept proved so successful that it has been adopted for subsequent route launches in other markets. The partnerships we established with tourism boards continue to provide ongoing value through collaborative marketing initiatives.
The Wizz Air team shared their thoughts on our partnership and the impact of the campaign.
The team delivered an exceptional campaign that helped us achieve our ambitious launch targets. Their understanding of different markets and creative approach to communication made them the perfect partner for our expansion.
What impressed me most was the team's ability to coordinate such a complex, multi-market campaign seamlessly. Their attention to detail and data-driven approach ensured we optimized our budget for maximum impact.
The airport events organized by the team generated incredible media interest and really brought the 'Connect with Wizz' concept to life. These events created excitement and momentum that translated directly into bookings.
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