flydubai: Building a buzz, brand visibility and business class

The airline has employed a multi-faceted campaign strategy to promote its summer travel offers

Summer serves a key travel season for flydubai. It’s a time when everyone is excited to make plans and a time where the carrier is able to go beyond its traditional network.

A campaign promoting summer travel for flydubai and its holidays division, Holidays by flydubai, aims to attract and engage existing and potential travellers, aid in additional brand awareness and ultimately drive bookings.

The campaign has been running across the UAE, Saudi Arabia, Kuwait, Qatar, Oman and Bahrain.

This year, flydubai refreshed the look and feel of its creatives with an aim to accentuate its summer offerings.

This was achieved through visually highlighting the beauty of the destinations and incorporating illustrations that are indicative of the season and also exude a playful charm.

The work was developed in-house by the design team and complemented through a multi-faceted media campaign that included outdoor, online and radio.

Targeting travellers

A large part of the preparation and optimisation work of the campaign went towards analysing the characteristics, preferences and needs of each segment and that helps the team at flydubai develop specific strategies, messages and creative executions that are tailored to interests of the specific audiences.

Online services was the main and longest part of the campaign, but it was important for the work to reach an even wider public through running the campaign across multiple touchpoints.

These included having presence in outdoor placements, such as lampposts and bridge banners in Dubai, and radio advertising that capitalised on running activations on key radio stations across the GCC.

Outdoor and radio advertising work well due to their broad reach and ability to target supplementary audiences.

That allowed the airline to reach a wide range of audiences, including potential travellers who may not be actively searching for travel information online.

Radio enabled the carrier to deliver its messages in an engaging and emotive way, leveraging the power of storytelling and audio branding to create an impact on listeners.

Outdoor advertising, on the other hand, helps in building awareness by placing eye-catching ads in high-traffic areas. The campaign made sure to drive traffic from all mediums to the airline’s website.

Every caller is a winner

Tapping on radio activations and competitions, the airline explained that it’s important to provide customers with opportunities to experience its product and their destinations.

The biggest activation was with Virgin Radio in the UAE where every caller was a winner, and each winner received a holiday package for two to Thailand.

Such activations create a sense of excitement, engagement and brand interaction among customers. They also help generate buzz, increase brand visibility and encourage user-generated content and word-of-mouth promotion.

Summer being the key message of the campaign, the airline also ran an activation at JBR and City Walk for Holidays by flydubai, where an ice cream truck was stationed offering treats to passers-by.

The ice cream truck featured vibrant summer-themed branding, creating a perfect opportunity for visitors to learn about the summer destinations and packages offered by Holidays by flydubai.

The activation at JBR and City Walk became a hotspot for visitors as they indulged in refreshing ice cream treats while learning more about summer packages and sharing photos of their treats and the van on social media.

Business Class

The airline has also been heavily promoting its business class product as part of the campaign.

The key message revolves around the level of comfort that passengers can enjoy while flying in business class with flydubai.

To effectively reach their audience, the airline used online advertising to leverage social media and behavioural targeting as a key approach to reach individuals seeking premium travel options.

The airline also embraced a more traditional yet effective tactic by utilising outdoor advertising to reach out to a wider audience.

This included taking up large billboards in high traffic areas and in prime locations around Dubai, including Sheikh Zayed Road, Hessa Street and Um Suqeim.

The visuals used showcased the lie-flat seat and highlighted the added comfort and privacy on board its business class cabin.