Let’s flybe – Launch Campaign
Flybe
An integrated campaign for the first UK airline to launch after a global pandemic – creating awareness amongst a new generation of travellers seeking out new experiences again.
Objectives
Brand new flybe wanted to partner with a full service agency to manage the launch of the new regional airline across the UK & Europe. A fully integrated marketing plan and strategy across Traditional media, Digital, Social, PR was required, plus high impact brand creative to raise brand awareness and drive sales. Plus, brand consultation for other areas of the business, such as customer in-flight experience.
Using emotional intelligence
So-called ‘new flybe’ needed to appeal to younger audiences, while retaining the equity its previous iteration had with older generations.
This new audience was a generation on the move, seeking out exciting experiences and living life to the full. We positioned flybe as a verb – an airline that enabled people to have these adventures.
Being accessibly priced and offering the convenience of frequent flights made it the airline best placed to connect these individuals to the experiences they sought.
Solution
- Creative proposition for launch – Let’s flybe & full brand guidelines
- Including primary launch messages based on specific target audiences/reasons for travel
- Content strategy & creation for owned social channels & eCRM
- Strategy for Digital media – Search & PPC
- Regional and National Press Coverage – Broadcast & PrintLaunch activity in key hubs:
- Regional OOH & Radio in key hub locations – Birmingham & Belfast
- Local Digital Partnerships – I Choose Birmingham, Birmingham
- Updates, Belfast Live – Live Stream Competitions, long form email content, supporting social activity, advertorial and HPTO’s.
- Stunt activity – Library of Birmingham light up in purple.
Results
“Excellent job to our amazing partners at RBH. The hours and months in driving the creativity in support of our new brand were outstanding. The fantastic works that continue on multiple fronts to support our terrific airline are greatly appreciated and I would like to thank the team at RBH for the countless hours to reach this excellent point.” John C Jackson, CXO
Within 2 days of launch, flybe.com saw over 100,000 unique users on site.
Majority of ticket sales have come from consumers aged 25 – 34.
April saw above industry average benchmarks for on-site conversion rate, Average CPC and average CTR.
*all stats from end of April 2022.
