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

The launch of the Flydubai OOH campaign across Russia as part of the 2021 marketing strategy

Airline OOH advertising strategy in Russia

Fly Dubai case study

Client

Flydubai (legally Dubai Aviation Corporation) is a government-owned low-cost airline in Dubai.

Goal

The interest of Russians in traveling to Dubai during 2021 only increased because of 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 internationalexhibition 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 choose media facades at the airports according to clients’ criteria and to organize advertising placement on them.

Solution

We carried out a billboard advertising campaign that covered 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 on them to specific cities.

The advertisements were placed on

  • static and digital billboards,
  • lightboxes,
  • benches inside airports,
  • thick boxes in the check-in area.

Results

We achieved good financial conditions from the owners of media facades, so out-of-home ad placement for the client 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 amounted to about 3 million people.

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