Utair: Where You Belong

Utair Airlines launched a multimedia campaign in Russia to encourage Russians to travel within their own country by accurately portraying the country and showing people relatable imagery.
  • Utair needed to make Russians who travel abroad travel inside Russia to raise awareness and consideration, ultimately increasing seat occupancy.
  • Utair found that 70% of those flying out of Moscow were born and raised in other Russian cities before moving to Moscow – and they don't fly home because it doesn't feel like something special.
  • The brand revealed the true reality of Russia, showing people their childhood homes – through OOH, print, a TVC and online video – celebrating moments of reunion with people who count the days until their loved ones come home.
  • The campaign generated...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands