The Context
Vueling, Spain’s leading airline, suffered from “low-cost syndrome.” Seen as a utilitarian commodity for getting from point A to point B, it struggled to build an emotional connection in European markets (France, Italy) against aggressive giants like EasyJet and Ryanair.
Details
Time Frame:
Feb 2017 – Dec 2018
Role:
International Brand Manager
Scope:
Destination campaigns, rebranding, institutional relations
The Challenge
From Transaction to Emotion. The challenge was twofold: step out of the price war (where margins always lose) and build a lasting brand preference. Vueling had to evolve from a “carrier of passengers” into an “inspirer of journeys,” able to win over an urban, lifestyle-driven, demanding clientele.
The Approach
We Love Places: Celebrating the Destination.
We flipped the perspective: stop talking about the plane, start talking about life once you land.
- Lifestyle Storytelling: Launch of the “We Love Places” platform. Every city became a story told through three pillars: Food, Fashion, Culture.
- Immersive Content: Production of beautifully crafted video guides, collaborations with local chefs and fashion influencers to capture the soul of Paris, Rome, or Barcelona.
- Magazine Aesthetics: A complete overhaul of the visual identity, adopting the codes of high-end travel magazines — far from the garish yellow of low-cost.
The Results
A Vertical Takeoff. Vueling became an “Instagrammable” brand.
- Awareness: A 20-point gain in brand awareness across key markets in one year.
- Business: Bookings up 28% on the featured destinations.
- Engagement: Social media engagement tripled, turning passive passengers into active ambassadors.
