STORY

Newcomer airline in the skies

With the collapse of Iceland Express – the only low cost airline in Iceland – it threatened a break in air traffic to and from the island of fire and ice. The typical Icelandic solution: With strategic resolve, fresh paint and cheeky name “WOW air” a new airline quickly arose from the old. For some tailwind in gaining German speaking passengers for the purple and white Icelandic budget airline, WOW air took us on board.

STRATEGY & CONCEPT

Telling the story behind the story!

As an absolute newcomer, WOW air is a lightweight in the skies of Europe with regards to company size and market power. How do we position a new brand and build its awareness and reputation? We tell the story behind the story!

IMPLEMENTATION

Colourful figures. Saucy anecdotes. And lots of humour.

Who was in 2012 one of the richest men in Iceland? Skúli Mogensen – founder and owner of WOW air! In the 20 years prior to founding the airline, Skúli garnered experience in North America and Europe as entrepreneur and investor in the technology, media and telecommunications sectors. In 2011 und 2016 he received Iceland’s Businessman of the Year Award. But what would induce a successful man like him to risk the turbulent world of airlines? And what is the “WOW factor” apart from affordable flights, friendly smiles and unforgettable service?

In addition to holistic launch communications and targeted Destinations PR, above all else we placed the people and stories behind the airline at the focus of our communications activities. To amplify the resonance we reached out to the target group, with relevance and reach at the ITB international tourism trade fair in Berlin and at special events at airports in Düsseldorf, Stuttgart or Berlin. And it proved correct: Awareness and recognition of the airline increased rapidly with clear positioning of the brand – open-minded, welcoming and with unmistakable humour. Typically Icelandic in fact.

SPREAD THE WORD

“Niki Lauda the CEO of Fly Niki sat in the cockpit of a passenger jet, and at WOW air the management acted as flight attendants in the cabin, including CEO Baldur Baldursson.” fvw