Fly Romania

It was a real joy to discover Fly Romania and the regular domestic and international flights they planned to offer. A strong alternative to existing players on the market — both in terms of pricing and services. We joined the pitch and won. Unfortunately, the story didn’t have a happy ending.

From Strategy to Execution
Driven by curiosity and creativity, we crafted a strategy from start to finish. With the competition in mind and the customer profiles (individuals and companies) clearly defined, we developed a multichannel communication plan to introduce the Fly Romania brand to the market.

A Vibrant Brand and Friendly Materials
First, we created a logo that pleased the client, their customers, and ourselves. Naturally, a brand book followed, along with a full set of identity materials. Then, as if emerging from the clouds, the website was launched — complete with integrated e-commerce and Google Analytics reporting.

Integrated Online-Offline Campaign
The launch mix focused primarily on online channels, with light offline support. On the digital front, we managed: PR and blogs, Facebook & Facebook Ads, LinkedIn Ads, Google AdWords, and behaviorally predictive campaigns. With a clearly defined audience and around 3,000,000 targeted impressions, visibility was off to a strong start. Offline efforts included outdoor campaigns in Bucharest and Timișoara and participation in relevant trade fairs.

PR and SEO
Starting from the brand’s positioning and communication objectives, we created event concepts designed for maximum media coverage. We managed press relations, organized multiple launch events, and handled all the logistics and materials. Newsworthy and unique content resulted in over 300 media appearances — across online, print, TV, and radio — successfully reaching the intended audiences.

Keywords Did Their Job
Once we understood Fly Romania’s offering and positioning, we brainstormed, defined the brand values, and proposed a slogan that captured the essence of its people, services, and customer experience. “It’s about you” became a natural fit for Fly Romania.

From the website copy to presentation materials, ad creatives, and banners (online, print, and outdoor), every piece worked together to reinforce the brand’s promise and market proposition.

A Growing Community
Who wouldn’t want to fly in more-than-decent comfort at a fair, accessible price? Naturally, interest grew. Demand for new destinations and early positive feedback helped Fly Romania gain organic traction and a growing community.

Unfortunately, the brand crisis came from reasons beyond our control. Despite our recommendations and ongoing support, the decline began almost before the journey took off. A pity — because the potential truly was enormous. Especially with operational costs covered for at least one year.