Air Europa, one of the key airlines in the connectivity between Europe and America and a member of the SkyTeam alliance, presented its new global brand campaign in the second quarter of the year. Named "Pito Pito" after the name of the popular Spanish children's song that puts music to the creativities shared in this particular market, this project seeks to reinforce the airline's global proposal, which highlights the freedom of choice it offers to its passengers to personalise their journeys according to their preferences and needs.
In this way, "Pito Pito" is a way of focusing on the passenger's decision-making capacity and the options available to them to configure their trip in a flexible and personalised way. Through the creativity developed by the Iberian agency Pingüino Torreblanca, the campaign uses the rhythm and melody of popular songs that have been passed down from generation to generation to transmit, in a playful and easily understandable way, this idea in which personalisation is the axis around which everything pivots. In terms of content, it applies the company's general motto, "You decide", and converts it into images that support this global purpose.
The melody has been culturally adapted to be identified in the different markets in which the airline operates, including countries in Europe and America. "The purpose of this campaign is to reinforce our brand promise and to show our customers that, with Air Europa, freedom of choice and personalisation of travel are at the heart of our offer. We want our passengers to feel that every decision is easy and accessible, and what a better way to communicate this than with a children's song that we all recognise," explains Sara Losa, Air Europa's Marketing Director.
The importance of customising the journey
With this new campaign, Air Europa highlights the ease with which passengers can choose from destination to on-board services.
Seat selection is one of the highlights, showing them that they can opt for aisle-exit seats in the airline's new Business Class, which provides greater space and comfort. For those who opt for Economy Class, the airline has improved the spaciousness and comfort of the seats, ensuring a pleasant experience throughout the flight.
In-flight entertainment is another key aspect reflected in the campaign. Air Europa has revamped its content offering, providing a wide variety of films, series, music, and interactive games to suit all ages and preferences. The airline understands that entertainment is crucial to enhance the passenger experience, especially on long-haul flights, and has worked to offer options that keep passengers entertained and relaxed during their journey.
Air Europa's gastronomic offering also plays a crucial role in the campaign, as shown in the pieces created for both TV and digital advertising. The menus, designed by Michelin-starred Spanish chef Martín Berasategui, offer an exceptional culinary experience that raises the standard of in-flight dining. These menus are available on long-haul flights and are made with fresh, high-quality ingredients. Passengers can enjoy a variety of dishes that reflect Spain's rich culinary tradition, elevating the in-flight experience to new levels of sophistication.
Technology also plays an important role in the campaign, something that carries over into the content generated for the campaign. Air Europa has adopted the latest innovations to enhance the passenger experience, from online check-in to the use of facial recognition technologies to streamline processes at the airport. These improvements are aimed at facilitating pre-travel processes while ensuring a high level of security and comfort for passengers.
The importance of the most modern and efficient fleet
Moreover, Air Europa has focused its efforts on innovation and sustainability, two aspects that are clearly reflected in the "Pito Pito" campaign. The airline has invested in a modern and efficient fleet, unified around Boeing models. Of all those operated by the airline, the Boeing 787 Dreamliner stands out as its flagship aircraft.
The Dreamliner, which becomes another protagonist in the campaign, is known for its high fuel efficiency, which not only reduces operating costs, but also minimises environmental impact. The 787 consumes 25% less fuel compared to other aircraft of similar size and emits 25% less CO2, contributing to the reduction of the airline's carbon footprint.
In addition to fuel efficiency, the Dreamliner offers a superior flight experience in terms of comfort and technology. Its cabin design includes larger windows that allow more natural light in, improving the feeling of space and reducing jet lag fatigue. Advanced air filtration systems remove 99.97% of bacteria and viruses, providing a healthier and safer environment for passengers. These features make the Dreamliner an ideal aircraft for long-haul flights, ensuring a comfortable and pleasant flight experience, as well as the best choice for flying over the Atlantic.
The new brand campaign also looks at Air Europa's commitment to sustainability. The airline has implemented several initiatives to reduce its environmental impact, including the use of SAF fuel (Sustainable Aviation Fuel). This is all part of the airline's commitment to sustainability and environmental protection.
Cultural tailoring and multi-channel deployment
To ensure an emotional connection with the different audiences, the "Pito Pito" campaign has been culturally adapted to each market. The Spanish infant song "Pito Pito Gorgorito" has been transformed into local versions of children's songs that serve the same function of choice in different countries. This adaptation seeks to connect with passengers globally, reinforcing the brand's presence in varied cultural contexts and ensuring that the message is relevant and meaningful to each audience.
Thus, while in Spain the song is "Pito Pito Gorgorito", in Colombia the tune turns into "Pico, pico melorico, ¿quién te dio tan largo el pico?", in the UK it becomes "Eeny meeny, miny, moe", and in Brazil it is set to the rhythm of "Uni duni te, Salame minguê". In all cases, the lyrics change to reflect the process of the passenger, from choosing a destination to sitting in their seat on the plane.
The campaign has been deployed across a wide variety of media and formats, including television, radio, digital media, and outdoor advertising. The campaign's central spot is broadcast on television, while conventional digital media, as well as print and radio, also play a crucial role in spreading the message. Finally, outdoor advertising has strategically used key locations to maximise the visibility and impact of the campaign.
Through this multi-channel strategy and consistent messaging, Air Europa is consolidating its position as a leader in the airline industry. The campaign aims not only to raise the brand's visibility and attract new customers, but also to strengthen the relationship with existing customers by reminding them of the numerous options and flexibility Air Europa offers to personalise their flying experience.
"We highlight the flexibility that this campaign gives us, as it allows us to showcase the different products and services we offer. From aisle seats in our new Business Class to in-flight connectivity and a wide variety of entertainment content. We are also showcasing our most modern and efficient fleet with our main model, the Boeing 787 Dreamliner," said Rafael Brull, Air Europa's Director of Marketing and Product.
Looking to the future
The "Pito Pito" campaign not only seeks to strengthen the airline's image as a leader in innovation and sustainability, but also to connect emotionally with its passengers, reminding them how easy it is to personalise their flight experience. With a strategy carefully adapted to different markets and a multi-channel presence, Air Europa is positioning itself as the preferred choice for those looking for flexibility, comfort, and another way to fly.
"The result is fresh, friendly and very direct, the way we feel the company is and the way we want our customers to feel our offer," explains Dolores Mateos, Head of Brand and Planning at Air Europa.
As the campaign progresses, Air Europa is seeing a significant increase in brand recognition as well as customer loyalty. The airline is committed to innovating and improving its services to meet the needs of its passengers. This campaign, in fact, is just the beginning of a series of initiatives that Air Europa has planned to reinforce its position in the market and continue to offer an exceptional flight experience.
Source: Air Europa.