After a slow business period for Transavia, we needed to highlight the depth and attractivity of their offer, while working on the brand’s notoriety and preference. Our Parisian target was key in terms of business: 80% of Transavia’s flyers take off from or to Paris. The improvement of the sanitary situation in spring 2021, where every Parisian was, more than ever, dreaming of getting away from the city they spent their lockdown in, was our opportunity to tackle our business and brand problem, on a tactic media spent (5K€).

With the sun starting to shine back on a city no longer under lockdown, Parisians had only one thing in mind: getting as far away as possible from Paris!

We turned this collective state of mind into a destination that perfectly embodied this thirst for evasion: Not Paris. Not Paris ? Where is this ? Well, it’s everywhere, except in Paris.

From the 14th to the 18th of June,Transavia offered 300 roundtrip tickets, to allow Parisians to fly to Not Paris. They had to be fast as lightning to get a chance to buy these special tickets: sales opened every morning, at 9am, and only the first 30 Parisians to connect could buy 2 tickets...With the tickets being sold-out in less than 3 minutes, only early birds could buy their tickets to Pas Paris! Another proof that Parisians were eager to get away from Paris.

Parisians were our core target to boost sales of plane tickets after these two challenging years, since 80% of our passengers take off from or to Paris, and they expressed more strongly than the rest of the country their need for a change of scenery, with 61% of them wanting to take off quickly.

With an online campaign geotargeted towards Parisians (social media and Transavia’s newsletter database), we pushed our video asset promoting“Pas Paris”only to potential clients who could take off from the Paris-Orly Airport.

By offering the Pas Paris destination to Parisians, we could choose to target them afterwards to the destinations that needed the most to be sold. As soon as the Pas Paris tickets were sold out, we drove traffic to the regular Transavia booking page, to promote booking of one of our other destinations: if Pas Paris is sold out, try Lisbon, Barcelona...!

To promote Pas Paris, our newest destination-that’s-not-really-one, we hijacked the codes of the category, and treated Pas Paris as if it were a regular destination:

-Promotional video, with funny and quirky voice over, aired on social media

-Booking page similar to the regular Transavia ones, presenting Pas Paris as we would have Barcelona or Edinburg

-Use of our owned media (newsletter, website) and our data.

All of our supports promoted the fact that from the 14th to the 18th of June, you could get a discounted ticket for two passengers, getting you to Pas Paris:everywhere, except Paris.

5K€ of media spent

Less than 3 minutes: the time it took each day for all of our tickets to be sold out. 1,9M reach

3,7M impressions

264K views

+400% trafic on our website

More than 42 600 unique visitors (vs300 tickets for sale)