Same-sex marriages remained illegal in six Mexican states in 2022, causing emotional distress and legal complications for LGBTQ+ couples. Identifying Pride Month as the perfect opportunity, Aeroméxico sought to address this inequality and underscore its commitment to social responsibility.

The objectives were to:

1) raise awareness about the challenges faced by same-sex couples seeking legal marriage;

2) provide a practical, memorable, and heartwarming solution to overcome these obstacles;

3) enhance Aeroméxico's brand perception as a socially responsible, inclusive, and compassionate organization.

"Borderless Weddings" is an inspiring and groundbreaking initiative that offered same-sex couples in the six states where their marriages were illegal a chance to register online and be transported to cities where they could legally marry. Aeroméxico went above and beyond by organizing a once-in-a-lifetime experience for the first couple, marrying them on a flight in a moving ceremony, captured in a powerful and evocative documentary. This captivating story helped spark meaningful dialogue and engagement online, resonating with millions.

Insight: Same-sex couples in six Mexican states faced emotional distress and legal challenges due to the illegality of their marriages. The campaign aimed to spotlight this inequality and drive positive change.

Key message: Aeroméxico supports marriage equality, and through "Borderless Weddings," it empowers same-sex couples to overcome legal barriers and celebrate love.

Target audience: Same-sex couples in the six states, the LGBTQ+ community, equality-minded individuals, and LGBTQ+ rights organizations.

Creation and distribution of assets:

1. A dedicated webpage for registrations, highlighting real-life stories and the campaign's impact.

2. The in-flight wedding, a novel and newsworthy event that captured the target audience's attention and generated significant media interest.

3. An emotional documentary showcasing the first couple's journey, fostering empathy and engagement.

4. Promotion across social media channels, leveraging influencers to maximize reach and drive organic conversations about the campaign.

These assets effectively targeted the audience, driving both awareness and measurable change.

"Borderless Weddings" kicked off in June 2022 with a website for couples to register. The first couple's in-flight wedding was meticulously planned and executed, generating immediate buzz. The documentary premiered on Aeroméxico's YouTube channel, garnering widespread attention and driving conversations across social media platforms. Throughout the rest of 2022, registered couples were invited to fly to cities that permitted same-sex marriages, with Aeroméxico supporting each journey.

The campaign's massive scale and impact eventually contributed to legalizing same-sex marriage in all six states by the end of the year, this allowed many registered couples to ultimately marry in their home states, further showcasing the campaign's success.

Over 70 couples registered to be wed

A significant 7% increase in the perception of Aeroméxico as a socially responsible brand

The heartwarming documentary reached a staggering 23 million views, becoming Aeroméxico's most-watched YouTube video during 2022

All six targeted states legalized same-sex marriage following the widespread impact of the campaign enabling many registered couples to marry in their home states