Campaign details

Brand: Avianca Holding
Agency: DDB Colombia
Country: Colombia

Executive summary

In the second semester of 2017, Avianca had to deal with a pilot strike lasting 51 days, making it the longest such action for any airline in history. This strike forced the company to freeze ticket sales for almost two weeks, cancel almost 20,000 flights and disrupt the travel plans of over 520,000 customers.

This case shows how Avianca, suffering one of its most complex operational crises ever, carried out a U-turn and recovered its customer base, not only returning to the sales levels of the previous year, but surpassing them by US$10m.

Challenge and business objectives

At the close of semester one 2017, Avianca was enjoying one of its best moments both financially and in terms of reputation. Financially, the airline saw a revenue increase of 9.3% and net utilities of US$25.5m. As for its reputation, the brand featured among the top 10 of Colombia's most-loved brands and the best airline in Latin America according to TripAdvisor and Skytrax.