Avianca: What You Want Is Colombia

With zero budget, Colombian airline Avianca took a creative social-based approach to overturn negative brand sentiment and support the reactivation of local tourism.

Campaign details

Brand: AviancaBrand owner: Avianca HoldingsEntrant company: Avianca Airlines - ColombiaIdea creation: DDB BogotáMarket: Latin AmericaSector: Transport & tourismMedia channels: Social media, Websites & microsites, Sales promotion, Word of mouth, Influencers, KOLs Budget: No budget

Executive summary

This is the story of how Colombian airline Avianca managed to demonstrate its commitment towards the country by creating, in partnership with the National Merchant Federation (Fenalco), the first tourist guide for Colombia developed by the same merchants who depend on tourism.

This idea managed to support the...

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