Task: In February 2012 RyanAir entered the Hungarian market with extremely loud communication and at the same period the national carrier collapsed. The two events posed a business and reputational threat for Wizz Air. We had to do a „quick fix”, strengthen Wizz Air’s market position and defend its reputation.
Solution: A 6-week-long campaign was launched, with the key message: „An international company, witha Hungarian heart”. The communication was target towards a wider audience, through lifestyle and mass media we reached a huge chunk of the target audience.
We organised a press conference, but more importantly personal stories were published in lifestyle and tabloid media that all focussed ont he expertise of the Wizz Air crew. Ont he Hungarian National Holiday (March 15.) all passengers received a complimentary Hungarian breakfast with salami and chocolate on board of the Wizz Air plane to London.
Results: In 6 weeks over 100 positive tone of voice articles were published in the most important national media outlets. The share of voice of the company considerably surpassed that of the main competitor RyanAir and the number of passengers in Q1 2012 reached a highest number ever.