We worked out what would get our message across to the people who matter, so for a month from May 2006, we placed ‘TV billboards’ on the hour, every hour – from 8:00 to 22:00 – on Turkey’s most punctual news channel. We changed the execution every time, with each billboard announcing the timely departure of a different Pegasus flight . For example: “It is exactly 20:00 o’clock. Istanbul-Trabzon flight has just taken off. On time!…”

The number of calls to the Pegasus Airlines Call Center over the course of the campaign nearly doubled, from 58,551(in April) to 95,239 (in May). Since then it has virtually tripled, reaching 152,630 in June. And, to close, Pegasus has achieved a 12% market share