Low-Cost meets Charm The Strategy behind PLAY's Success

PLAY Airlines is a young low-cost carrier from Iceland that connects Berlin, Hamburg, and Düsseldorf to Reykjavík, with onward flights to North American destinations like New York, Washington D.C., Boston, Baltimore, and Toronto. Operating with Europe’s youngest fleet, PLAY Airlines promises affordable flights without compromising on comfort or punctuality.

As a new player in the market, the key challenge was to build brand awareness and establish a positive reputation. Beyond increasing ticket sales, the goal was to gain trust and foster goodwill among the target audience in key markets such as Berlin, Hamburg, and Düsseldorf.

Under the tagline “Pay less – play more”, a creative and approachable communications strategy was launched, encapsulating PLAY Airlines’ core values: modern, comfortable flights without unnecessary extras. The execution relied on a precisely targeted channel strategy to efficiently engage potential travelers.

Generating Buzz:
One of the campaign’s highlights was a tongue-twister radio campaign. In Berlin, Hamburg, and Düsseldorf, radio spots featuring an Icelandic speaker captivated audiences with the playful intrigue of Icelandic pronunciation, reminiscent of the educational tone of The Show with the Mouse (“Die Sendung mit der Maus”). This was complemented by a bold out-of-home campaign, with vibrant red posters featuring PLAY Airlines’ branding displayed prominently across cityscapes and public transport systems.

Building Trust:
Leading business and industry media outlets highlighted the new airline and its innovative low-cost transatlantic model. CEO interviews and flight tests in national TV segments and on YouTube showcased the quality of the experience, demonstrating that affordable fares can still deliver comfort and reliability.

Driving Sales:
Travel influencers specializing in budget-friendly offers promoted limited-time flight deals via Instagram Reels and TikTok videos. These engaging campaigns reached wide audiences and directly drove bookings.

The Results:
The campaign delivered impressive results:

• A flight test video by Simply Aviation garnered over 250,000 views.
• Instagram Reels and TikTok videos for promotional offers reached 50,000 views and led to measurable bookings.
• Earned media coverage on TV reached a total of 6.5 million viewers, including: 2.6 million through RTL News, 1.3 million via RTL Extra and 2.52 million across four features on RTL 2.

Additionally, the striking out-of-home visuals ensured significant visibility in key regions.

Conclusion:
Through a creative and focused campaign, PLAY Airlines successfully built awareness, trust, and goodwill among its target audience. The strategic combination of earned media, out-of-home marketing, and social media campaigns achieved measurable results in both reach and ticket sales. PLAY Airlines has solidified its place as an exciting new contender in the competitive aviation market.