AN EVOLVING MINDSET
The Original Plan: Introduce Copa Airlines to the US market as one of the leaders in the industry. The Change of Plans: Covid arrived. The world stopped, and the airline industry was hit hard, very hard. But we stayed on course with the ambition to increase brand relevance in America. And as the world opened up we evolved with it.
THE RULES
HAD CHANGED
Copa wanted to amplify its presence by creating a 360 campaign with a fresh strategy, clearly understanding that when the reopening of borders arrived, it would now find people with new and different motivations to travel.
CREATING
WITH EMPATHY
As SVP Executive Creative Director, my challenge was not only to generate a relevant travel campaign ready for reopening (without quite knowing what that would look like) but to also keep an international team focused and inspired during a world crisis.
A CONCEPT THAT CAN SHIFT WITH THE MINDSET
We had to create a concept that could connect with travelers’ existing mindsets, and at the same time be able to react to the post-pandemic sentiments that were constantly evolving. It had to be malleable and adapt to the new reasons why people were looking to travel.
MAKE IT HAPPEN
We found the concept that not only aligned with our particular circumstance of needing to move forward under uncertainty, but also was able to reflect the needs and desires of a post-pandemic traveler that wanted to reconnect with self, with family and with all the things we love.
With automation and customization we were able to connect with them on a variety of media, from broadcast and OLV to digital and social. Orchestrated with customization and personalization meeting needs and mindsets, all driving to a robust new website that provided travel tools to accompany them throughout the journey, from dreaming through exploration and final booking. So they could Make It Happen.
BRINGING AN AIRLINE BACK FROM THE BRINK
Airlines were going bankrupt yet we had to stay the course.
When the worst of the pandemic was over, a new world re-opened and people were eager to reconnect with everything they were missing: new adventures, new ways to work and getting back together with their loved ones. A new behavior ignited a fresh approach.
It was time to Make It Happen. And we did.
The campaign was such a success that it cemented itself as the new face of Copa Airlines for many years.
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