As budget travelers chased after cheaper options and wealthier flyers embraced other premium options after a two-year standstill, Philippine Airlines (PAL) needed a way to hook Filipinos and remind them of its worth as a renown heritage brand. For its 82nd anniversary, PAL launched Voices of Discovery: a brand love campaign rooted in the flyer and the very reasons they desired to spread their wings after being locked down for so long.
PAL shifted the focus from itself to the very Filipinos who brought the brand the renown and success it has in the present. Wanting to connect with travelers of all kinds, PAL released experiential materials that resonated with key emotional touchpoints that touched on the most common desires for travel: seeking serenity, longing for companionship, chasing after adventure, and sating curiosity about the world.
By shining the spotlight on travelers’ desires, PAL secured itself in their minds as a top-of-mind airline carrier who truly recognized flyers’ wants and needs.
Digital materials all over the top social media platforms captured Filipinos’ hearts by reconnecting them with their inner voices and longing for travel.
In putting the flyer first, Voices of Discovery changed the game for PAL in terms of how it pushes for conversions.
This emotion-driven initiative was felt across Facebook, YouTube, and TikTok, earning PAL PHP 23M in total revenue and gaining 80K+ transactions throughout the campaign’s run!
This emotion-driven initiative was felt across Facebook, YouTube, and TikTok, earning the brand PHP 23M in total revenue and gaining 80K transactions throughout the campaign’s run! It truly goes to show that brand love marketing, when done right, not just creates affinity but effectively drives conversions, too.
• 440x ROA on Facebook ad spend
• 23.7M reach on Facebook
• 16.3M reach on Facebook
• 61.8M reach on TikTok