Aegean Airlines Urges Greek Travellers to Be More Spontaneous with New Flight Package Programme

The aviation sector was one of the hardest hit industries throughout 2020 and 2021, as people remained cautious about flying.

However, there seems to be a bounce back. Revenues and traveller numbers are climbing back to 2019 levels as airlines are now approaching their respective strategies in providing services and solutions surrounding people’s needs.

Aegean, the largest airport carrier in Greece, followed suit by creating the Aegean Pass product – basically a number of flights to a fixed destination, at a fixed price. 

Aegean started off by promoting it to specific demographics, mainly international Greek students and people who were travelling for business. 

However, the airline felt that this product should be democratised for the wider population. 

This was based on the paradox that despite people’s knowledge of the economic turmoil, there are still willing and planning to travel and spend more compared to last year.

See, the demand for travel was not reflected in the rising flight prices that have been observed in the last year – resulting in people’s wallets taking the toll.

The challenge for the Newtons Laboratory was laser focused on making Aegean Pass an attractive product for all Greek travellers. 

The creative strategy took into consideration a number of behaviours modern Greek travellers are on the lookout for when travelling in general. The Newtons Laboratory called them people’s truths. For example, we saw that people are using online and comparative site tools to discover the best flight options. Also, despite price being the number one factor for choosing an airline, people are willing to spend more if they feel that they have control over the whole booking experience.

And finally, beer. You heard us, beer. We found an interesting and captivating way of correlating people’s desire for escapism and letting loose with out of home beer sales hitting an all-time high. 

Everything pointed us to a single creative proposition: people like the idea of being informed ahead of time for their journey all while being flexible regarding the when and for how much they want to travel. The Greek audience wants to be in control while being spontaneous.

And that's exactly the form the Aegean Pass offering took: a flexible product that allows the bearer to live for the moment, by controlling and skipping the pain points around the journey and focusing on the destination and the real reason they want to travel.

For our creative execution, there was a unanimous decision to use humour. Humour would allow us to express what the product stands for in a relaxed yet really impactful way. We stand true to the hypothesis that humour allows us to differentiate from the competition as well as the overall clutter on media platforms.

The final result was three online videos that spoke and captivated different audiences. From students and mothers, to couples and to business travellers the ‘Don’t Fly… Drop By’ campaign is designed to encourage people to purchase the product by dramatising the easiness and freedom of travelling to a selected destination without the fuss of dealing with logistics.

The campaign aired in the first week of May, on TV and online, already racking up more than one million views.