Many consider books as a way to travel to unknown places and worlds to discover; an idea that Vueling has decided to make a reality on the occasion of the Sant Jordi celebrations. The streets of Barcelona become the setting to explore the connection between the pleasure of reading and the experience of flying through different special outdoor advertising and street marketing actions.
The strategy has been developed together with the agencies Ogilvy in creativity and Bakery in activation.
The campaign is articulated under the concept “Books make you fly” and at a strategic level seeks to reinforce the airline with art through the promotion of literature and local culture, through one of the most emblematic traditions of Barcelona. However, the campaign also works on a tactical approach, as it aims to boost sales through a promotion strategy. The strategy has been developed together with the Ogilvy creative agencies; Bakery in production and Havas in media.
Precisely as part of one of the actions deployed, the brand has hidden codes in outdoor advertising graphics. Until next April 23, citizens will be able to find fragments of the legend of Sant Jordi on posters in advertising columns in various parts of Barcelona.
With the message “Read carefully, books can make you fly”, Vueling encourages people to enjoy texts and discover hidden codes that will allow them to access discounts on flights, thereby turning reading into an interactive experience that houses new opportunities for travel.
In addition, it has also developed the Vueling Machine, a vending machine located in the Palau Robert that, unlike the previous proposal, allows access to books when purchasing a company flight. As the brand explains in a statement, users who show a flight reservation in their name will be able to access the machine and get a surprise book, as well as a book holder specially designed to be able to walk comfortably around the city.
The action is carried out in collaboration with Booket, the pocket publishing imprint of Grupo Planeta.
In addition, among the titles available in the vending machine, five prizes will be hidden, consisting of double flights to destinations where the airline operates. In this way, Vueling seeks, as expressed in the statement, to turn the experience into an invitation to users to continue flying beyond the pages.
Vueling’s celebration of Sant Jordi not only takes place in the streets, but also on board its planes. Specifically, on the route that connects Barcelona with Paris, on which on April 23, copies of “The Alchemist” by Paulo Coelho will be distributed to travelers, as well as a rose, as marked by tradition and turning the trip into a cultural experience.
