Ryanair

Back-Pack to REALITY

This summer we take our
lives back!

Two years of quarantine and social distancing have made you put your life on pause. Now it is time to press play, feel young, wild, and free again!
You can finally visit your dream destination
so stuff your "back-pack to reality"!

Here is an overview of our campaign

BRIEF
Create a seasonal campaign for summer 2022 that:
- Incorporates the end of the quarantine and the incentive for planning trips
- Welcomes more GenZ people to travel and utilize Ryanair's services and low-cost offers
- Makes use of Instagram and TikTok's reach among the younger generation

GOALS
- Connect Ryanair's brand name with the new generation of travelers
- Increase the number of greek followers across all social media platforms
- Reinforce Ryanair's marketing presence in Greece
- Boost brand loyalty and social media engagement through user-generated content

TARGET AUDIENCE
Age: Millenials & Gen Z

Location: Greece

Income level: social & middle class

Interests: Travelling for recreational purposes, spontaneous backpack trips on a budget

MAIN CONCEPT
While on their trip with Ryanair, followers will have the chance to be part of our social media challenge
They will be asked to complete simple tasks and upload them on Instagram or TikTok tagging Ryanair and using the hashtag #backpacktoreality

At the end of the campaign, Ryanair will announce the winners who have completed all the challenges and they will be given a gift!
They will win a backpack matching our campaign's slogan, which could be a companion for their next trip with Ryanair

INFLUENCER MARKETING
Approaching famous Greek TikTokers:
Each partner creates videos on the TikTok platform with fresh and playful ideas for the Challenge.
As part of the campaign, they are going to be our #backpackers, who will travel and make the challenges real, and then share their experiences with their followers.

Would you like the next campaign
to be yours?