Avianca: #Gracias

Colombian airline Avianca regained consumers' trust after a disruptive strike by publicly thanking and rewarding them for their patience.

Campaign details

Brand: Avianca HoldingAgency: DDB ColombiaCountry: 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...

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