Nowadays, our consumers purchase their next holiday on the Internet and people are used to seeing low cost airline promotions, so how can Transavia grab customer and media attention?

We decided to leave the Internet and surprise people in their everyday routine. To demonstrate that flight tickets were easy to purchase, we sold them like a snack.

Our idea was to produce real snacks (chips, candies, cereal bars...) which are also flight tickets. We sold them in supermarkets and vending machines all over Paris.

More than just providing an easy way to buy tickets, we made it an impulsive purchase.

The P.R. concept (plane ticket as a packet of chips), worked incredibly well for media and consumers.

The brief was to reinforce Transavia's band promise: Everybody can afford an holiday break.

But the main goal for Transavia is to increase its brand awareness in a market full of players with more media power and international awareness.

That's why P.R. had such a crucial role in this campaign.

+ 64% search

+ 78% website traffic

+ 41% bookings

13 million Facebook impressions

+ 6,716 likes on Facebook

469,664 Facebook engagement

3 million Twitter impressions

1,5 million euros free media

To promote our campaign we decided to customize messages on dedicated supports to bring our customers directly to the closest sales point.

1. We did a teasing campaign with a fun and unexpected viral video displayed on YouTube, Facebook, Twitter and Google+ to raise interest about the operation.

2. We invested in digital and traditional billboards to create customized messages to bring the clients to the closest sales point during 3 weeks.

3. When the campaign runs out, we will send little lunch bags to more than 100 journalists and bloggers to give them the real tool of this campaign: real snacks with flight tickets inside!

French people are taking more and more short breaks to visit European cities and get out of their everyday routine as soon as they can.

But online battle of offers are very fierce and we needed a way to stand out reinforcing Transavia's promise: everybody can afford an holiday break.

The concept of tickets sold as snacks was original enough to become interesting material for journalists and bloggers, which helped amplify the campaign well beyond its media buying.

Transavia is engaged as a daily partner to offer French people not only low prices, but solutions to make holidays even more accessible for everyone.

But how can Transavia be as close as possible to its customers and respond to their sudden travel wishes? By going physically into their everyday routine.

Firstly, we produced the type of snack/treat that you buy when you need a break: chips, candies, cereal bars.

Secondly, we became partners with the well-known French retailers that we identify with our daily routine: supermarkets where you buy your daily food, vending machines when you wait for your train.

Thirdly, we implemented the products in every touch point to make it easier to grab a flight ticket.

Lastly, we promoted this unique and new way to travel with dedicated messages near every touch point to guide people to the nearest point of sale.