As a new airline, the challenge for LEVEL (part of the IAG Group) is raising awareness of what makes them different and why travellers should choose them in a crowded low-cost marketplace. As the headline sponsor for Pride in Barcelona, Ogilvy needed to elevate LEVEL’s sponsorship in a way that delivered impact for the business and drive integration across marketing comms.
Ogilvy's integrated solution combined social, influencers, out-of-home, print, a live stage at Pride and a bus in the parade – whilst a consistent social voice amplified our work to millions. All of these efforts coalesced into a single, streamlined promotion that elevated LEVEL, celebrated its brand values and drove real business impact in the form of bookings and revenue.
And, the hero influence activity saw Ogilvy create LEVEL’s first ever IGTV video, showcasing the influencers in each of their chosen #DoThisNotThat locations. Ogilvy layered impactful OOH around this along with custom pre, during and post influencer led social content that drove sales and traffic. Beyond that, Ogilvy secured a double-page spread in the Pride BCN Magazine as well as Ogilvy's own open-access stage; there was even a bus in the heart of the parade featuring local influencers. The message was clear - However you identify – no matter your sexuality, gender identity, race, age, or class; the world is yours to discover and now you can Fly with Pride.
The campaign resulted in a18% uplift in bookings with an increase in revenue of 39% during campaign period. It achieved market leading engagement rate of 20% across the #DoThisNotThat Pride guide.