A low-cost airline that connects travelers from the United States by showing the real Mexico. 🇺🇸 ✈️ 🇲🇽
A more authentic Mexico
Dangerous. Cheap. Spring break. Tequila. Although the country possesses a rich cultural heritage, Mexico suffers from an image problem. As a Mexican-based low-cost airline, Volaris had the tall task of altering the perception of a country by sourcing user-generated content. In order to paint an authentic picture of one of the most vibrant countries in the world, we tapped into locals and visitors posting about traveling to Mexico.
Locally sourced user-generated content
To cut production costs, we created a library of user-generated content for all of our content calendar and promotional needs. In order to source the best user-generated content, we monitored several different Mexico-related hashtags and conversations to find the undiscovered Mexico. We hacked popular hashtags like #LikeALocal and #TravelTuesday to showcase opportunities for a deeper travel experience. We developed a bank of over 600 user-generated images that represent a more authentic Mexico as seen through the eyes of local residents.
Educating our new flyers
Research shows that many of our flyers are unfamiliar with airline travel and would benefit from a bit of education. Therefore, we created #TravelHacks
Results that lead to positive sentiment
Over the course of 2016, the low-cost airline increased their positive sentiment tenfold – with more positive mentions than their two biggest competitors combined.
- Generated 1.9MM engagements
- Reached 18MM engagements
- Drove 26.5MM impressions
- Gained 129,170 new followers in one year (+88% growth)
- Generated +7K engagements
- Gained 928 new followers (167% increase)
- Generated 5K engagements
- Drove +5MM impressions
- Gained 3,848 new followers in one year (40% increase)