At the time of launch, domestic and international had been badly affected by the Covid-19 pandemic.
Launch a campaign to announce the co-branding partnership, but with regionalized communications, harnessing the brand’s closeness to Mexican users.
Adapt communications to target two different socioeconomic categories without compromising the essence of the two brands, and show empathy to the travel industry’s critical situation, i.e. avoiding to openly invite people to travel.
The agency proposed a dialogue in which the audience was invited to reflect on what “Inspires Travel”. A campaign key phrase was used in the form of a question. Various answers extracted from the comments by each target segment were attached to this question. This also allowed us to use language deeply rooted in Mexican culture. Words such as “chacharear,” “apachachar,” etc.