Air Arabia has collaborated with SkyBlue Media to launch its latest route from the UAE to London. The new destination was announced by the takeover of a double-decker bus, a symbol commonly associated with the UK, wrapped in messaging about the new flight route.
The airline’s objective was to create high-impact visibility for the launch of its new Dubai–London route. The mandate was not just route awareness, but to build a strong visual and experiential association with London itself.
Therefore, Skyblue conceptualised a campaign that bridged both cities visually and emotionally. The goal was to generate city-wide buzz through a strategic mix of premium outdoor dominance, radio integration, and digital amplification via Lovin Dubai – creating a cohesive, multi-touchpoint launch moment.
The out-of-home campaign targets premium travelers, business professionals, and leisure travelers and expatriates. As such, the bus was strategically routed along Sheikh Zayed Road and high-traffic premium corridors.
This ensured exposure to affluent commuters, tourists, and corporate audiences – capturing millions of impressions daily. The campaign was rolled out in this manner to achieve maximum recall, experiential engagement and cross-platform amplification.
The double-decker format created an immediate London association, while radio and digital collaborations extended the narrative beyond the road. Air Arabia also collaborated with a local radio station, with presenters on ground to engage with passersby, and further social media traction.
The campaign vision was led by Dato’ Manikandamurthy Velayoudam, Group Chairman of Sky Blue Group. According to SkyBlue Media, the campaign successfully blends physical dominance with digital momentum, creating a memorable market entry for Air Arabia’s London route.
Credits:
Client: Air Arabia
Agency: Skyblue Media
