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Using UGC to Rebrand Volaris Airline / Volaris Airlines

Submitted By Anastasia Garcia

Description

The Mexico-based low-cost airline, Volaris, attempted to change the perception of Mexico to entice a new generation of travelers.

Objective

Dangerous. Cheap. Spring break. Tequila. Although the country possesses a rich cultural heritage, Mexico suffers from an image problem. As a Mexican-based low-cost airline, Volaris had the tall task of altering the perception of a country by sourcing user-generated content. In order to paint an authentic picture of one of the most vibrant countries in the world, we tapped into locals and visitors posting about traveling to Mexico on Instagram.

Technical Challenge

Leverage user-generated content to create promotions that inspire emotion and connect with a new travel audience segment.

Client

Volaris Airlines

Agency

TBWA\Chiat\Day NY
tbwachiatdayny.com

Media

Innovative Use of Media

Market

Tourism & Travel

Credits

Director

Anastasia Garcia

Content Strategist

Betsy Soler

Designer

Gina Pido

Views

10

 

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