2019 Winners & Shortlists

Background.

AirArabia is MENA’s first and largest Low Cost Carrier, flying millions of passengers to over 155 destinations spread across the Middle East, North Africa, Asia and Europe. After 15 years and in light of their expansion to new continents, AirArabia decided that it was time to evolve their brand image. The challenge was shifting people’s perception of the AirArabia brand, from one that is price oriented to one that is experience oriented, appealing to millennials through wanderlust but without losing their existing customer base.

Describe the creative idea.

The millennial, wanderlust generation are famously referred to as “Modern Nomads.” Coincidently, the word “Arab” in essence means “Nomad.” This theme was the base of AirArabia’s creative idea and allowed the brand to position itself around the “Modern Nomad” concept, connecting their core Middle Eastern target with the wanderlust generation and their desires.

Describe the strategy.

* Approach: To position the brand for all audiences, aligned with the airline’s strategy of expansion (both geographically and by segment) in accordance with what the company is and aspires to be in the future. * Target Audience: Air Arabia’s target are those individuals, be they millennials, business travellers, families, or ethnics, whose view of and relationship with the world have changed. They are adventurous, eager to travel, motivated to discover new places and collect new experiences. * Brand Relevance: Air Arabia’s new brand identity evolves from the brand idea “Now, more than ever”, reflecting both the brand’s ambitious, customer-relevant and eager personality while also reflecting the true value and accessible air travel options it provides to fulfil its target audience needs. Ultimately, the new Air Arabia identity establishes a new benchmark in operational excellence, innovation and profitability.

Describe the execution.

AirArabia’s visual identity had a complete design makeover, from logotype to livery. Key visuals like graphic style and illustrations were inspired by a Modern Nomad’s path covered on a map (for example: solid lines signify the path already taken, and dotted lines signify the path that’s to come). The typeface was customized to better perform on digital environments and a new set of colors was also selected.

List the results.

Both customers and employees became more engaged with the brand. Simultaneously, the brand is now more consistent and easier to manage across touchpoints.