Royal Brunei Airlines were losing market share in a key route, Melbourne to London.
Analysing path to purchase data, we uncovered a series of moments the brand needed
to target to influence the purchase decisions of travellers looking for flights.
Our idea was all about selling a better economy class. And the way we measured that was by showing ‘a welcome change’ to flying economy.
Advertising had immediate impact with a +58% increase in branded search, attracting an extra 7,100 travellers compared to the previous year, and a rise in market share from 14.2% to 18.1%, putting Royal Brunei into the number one market position for Melbourne to London.