COPA AIRLINES
Creating ‘first flight’ buzz for Panamanian airline leader
The Problem
The key qualities that Copa Airlines wanted to express in their marketing efforts were, punctuality and the variety of destinations offered. Market analysis would have also lead us to conclude that travel for shopping was an important selling point.
Our team developed a full advertising and marketing plan encompassing both traditional print and web advertising, social media, radio, out of home placements in theatres and at the airport, along with a sponsorship plan for an event that created great PR for the airline. The campaign built brand awareness, and confidence in Copa’s ability to provide an on-time, hassle-free service to new destination experiences and shopping opportunities for the Barbadian populace.
The Results
Copa expressed that this campaign was the most successful launch they have done in the Caribbean. The inaugural flight was oversubscribed and they have been filling planes since the launch.
Background
Copa Airlines, a member of the Star Alliance, is the flag carrier of Panama. In operation for over 7 decades, Copa has grown from providing flights between three cities in Panama, to guiding people through the ‘Hub of the Americas’ to 80 destinations in The Americas.
In 2018, Copa added Barbados to their itinerary and worked with us as their agency for all advertising, marketing and PR requirements in anticipation of their inaugural ‘first flight’ in July 2018.
