To mark the launch of its new Sharjah–London route, Air Arabia rolled out a high-visibility activation that brought the campaign directly to the heart of Dubai.
The new route builds on Air Arabia’s core values of offering travelers an extensive network and affordable fares. The airline said London has always been a highly aspirational and sought-after destination and pairing it with an affordable fare of just AED 999 makes it more accessible than ever.
The launch therefore reinforced Air Arabia’s brand promise of connecting customers to exciting destinations at consistently attractive prices.
To bring awareness to the new route, Air Arabia designed a launch campaign to target affluent audiences with a higher propensity to travel. The airline launched the route with a high-visibility activation on Sheikh Zayed Road (SZR) in Dubai.
The campaign was centred on an iconic symbol synonymous with London: the double-decker bus. As one of the UK’s most recognisable icons, it created an immediate link to the new destination.
Air Arabia said the campaign marked the first time an RTA double-decker bus travelled along SZR.
The airline also explained that this location was strategically selected as the primary activation zone because it’s one of Dubai’s busiest highways, with an estimated half a million daily commuters. SZR connects key business districts, premium residential communities, and lifestyle hubs bringing together a strong mix of different nationalities.
This approach turned one of the UAE’s busiest highways into a moving showcase for the route launch. Air Arabia said bringing the double-decker bus to SZR allowed the brand to stand out in a premium space that is typically highly cluttered. By placing a double-decker bus on a highway, where it typically doesn’t operate, Air Arabia turned it into a striking, attention-grabbing moving asset.
The bus later made a scheduled stop in SZR, where a live radio roadshow added another layer to the campaign. RJs from Channel 4 and Al Rabia, broadcast from the activation hub, encouraging listeners to participate through special giveaways. Air Arabia said the combination of on-ground presence and on-air coverage widened the campaign’s reach.
The on-ground activation was executed over a single day, while the supporting outdoor and radio campaign ran for a duration of one month.
In terms of results, the Air Arabia said the campaign delivered strong engagement and significantly boosted awareness, contributing to a significant increase in bookings for the route.
