Vueling Airlines “We Love Places”
The project demanded a balance between strategic insight and creative execution. I collaborated closely with the marketing team to develop a campaign that resonated across all touchpoints—from digital ads and social media content to print, out-of-home, and in-flight materials. By crafting visuals and messaging that evoked the joy of traveling and discovering new experiences, we transformed Vueling’s brand identity into one centered on emotional engagement and destination experiences.
I was responsible for:
Conceptualizing and directing creative assets that captured the essence of each destination.
Ensuring visual consistency across multiple media channels while maintaining flexibility for targeted messaging.
Leading a team of designers and copywriters, providing guidance and oversight to deliver high-quality, on-brand executions.
Collaborating with analytics and marketing teams to refine messaging based on audience insights and campaign performance.
Impact / Results:
The campaign had measurable success in both brand visibility and business outcomes:
Passenger numbers increased from ~25 million in 2015 to 32 million in 2019, rebounding to ~25 million by 2022 after pandemic disruptions.
Revenue grew from €1.9B in 2015 to €2.7B in 2019, maintaining €2.3B by 2022.
Strengthened Vueling’s positioning as a leading low-cost airline offering unique, experience-driven travel.
Enhanced customer engagement through tailored messaging that connected emotionally with diverse audience segments.
This project demonstrates my ability to blend strategic thinking, creative storytelling, and cross-channel design execution to deliver campaigns that drive measurable business impact while elevating brand identity.
Key Takeaways:
Brand Visibility: The "We Love Places" campaign significantly enhanced Vueling's brand visibility and customer engagement through impactful digital marketing.
Passenger and Revenue Growth: The campaign contributed to steady growth in passenger numbers and revenue, with continued positive effects even during challenging times.
Long-Term Impact: The campaign's focus on destinations helped position Vueling as a leading low-cost airline with a strong connection to its diverse range of travel locations.