Vueling Airlines “We Love Places”

“We Love Places” Rebranding campaign. The challenge was to increase flight sales.
The strategy was to create a campaign focusing not on the destination but on the activities each destination offers people. Therefore a targeted campaign was created for different groups of people expressing the love of going to a specific location.

Stats:
Since the launch of its "We Love Places" campaign in 2015, Vueling Airlines has experienced substantial growth and brand enhancement. The campaign, which focused on promoting the airline’s diverse destinations, contributed to a steady increase in passenger numbers from around 25 million in 2015 to 32 million in 2019. Revenue also grew from €1.9 billion in 2015 to €2.7 billion in 2019. Despite the challenges posed by the COVID-19 pandemic, which temporarily reduced passenger numbers and revenue, the campaign's emphasis on destination marketing helped Vueling rebound strongly, with passenger figures reaching 25 million and revenue approximately €2.3 billion by 2022. Overall, the campaign significantly boosted brand visibility, customer engagement, and market position, reinforcing Vueling's appeal as a leading low-cost airline with a broad network of attractive destinations.

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.