The Launch of the Flydubai OOH Campaign Across Russia as Part of the 2021 Marketing Strategy
To increase the reach and brand awareness among travelers in Russia
Background
Flydubai (legally known as Dubai Aviation Corporation) is a government-owned low-cost airline based in Dubai
Goal
The interest of Russians in traveling to Dubai in 2021 only increased due to the rather lenient quarantine requirements for Russians and the recognition of the Sputnik V and Sputnik Light vaccines. In addition to the already high demand for tours, the incentive to travel was the holding of the international exhibition EXPO 2020 in Dubai from October 1, 2021, to March 31, 2022.
Flydubai has one of the largest flight programs from Russia to the UAE for the 2021-2022 season. In 2021, flights were made from 11 Russian regions, more than in any other country where Flydubai operates.
The main goal of the billboard campaign was to increase the reach and brand awareness among travelers in Russia. Our main task was to select media facades at the airports in line with the clients’ criteria and to organize advertising placement on them.
Solution
We ran a billboard advertising campaign across Moscow, Makhachkala, Ufa, Kazan, Novosibirsk, Samara, and Yekaterinburg. Advertising was placed inside and outside the airports.
The banners provided by Flydubai were in English without a Russian translation, which contradicts Russian law “On Advertising.” That is why ad localization into the Russian language is extremely important. We helped the client adapt all the billboards and key messages to specific cities.
The advertisements were placed on:
- Static and digital billboards
- Lightboxes
- Benches inside airports
- Thick boxes in the check-in area
Results
e secured favorable financial terms with media facade owners, so the client's out-of-home ad placement was not only effective but also profitable.
We have placed advertisements at all airports on time. The total passenger traffic at the airports where the advertisement was placed in December was about 3 million.
