Transavia. The low cost carrier, part of the Air France – KLM Group, serving different Italian airports with flights to Holland and France.

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Raising the awareness – on a last minute plan and with a limited communication budget – for a promotional offer for flights to Holland and France, valid from single Italian airports only, and not on the whole Italian network (Venice, Verona, Pisa, Naples, Bari, Catania and Palermo).

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As this was a lastminute offer only valid for certain destinations ABC identified the local radio as the most appropriate mean of communication. Radio naturally enters into every day’s life of listeners and potential clients at work, in the car, in the shops and bars. Local radio was clearly in line with the reference target, and at a lower cost in comparison to other forms of communications- such as local billboarding, or newspapers advertising. ABC was in charge of the campaign’s planning and the radio spot creativity.

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The campaign performed very well, generating many website visits and consequential bookings on transavia.com