Fly with Pride

LEVEL, a new airline in the IAG Group, needed to raise awareness of what makes it different and why travellers should choose it in a crowded low-cost marketplace where new entrants struggle to give travellers a reason beyond price. As headline sponsor of Pride in Barcelona, LEVEL had a cultural platform, but Ogilvy's insight was that sponsorships only pay back when they are integrated across marketing rather than left as a logo on an event, and that Pride sponsorships can read as badges rather than commitments.

Fly with Pride was built as one streamlined promotion on the message that however you identify, the world is yours to discover, tying LEVEL's values directly to bookings. Ogilvy ran an integrated system of social, influencers, out-of-home, print, a live stage at Pride and a bus in the parade, with influencer-led #DoThisNotThat destination content and LEVEL's first ever IGTV video as the hero asset.

The campaign worked by treating a headline sponsorship as one integrated promotion, giving it a commercial engine through influencer destination content, and tying an inclusion message directly to the product. It ran across Instagram, out-of-home, print and a live event. Ogilvy reports an 18% uplift in bookings, a 39% revenue increase during the campaign period and a 20% engagement rate across the Pride guide; all figures are agency self-reported over an undefined period, so Pride seasonality cannot be separated from campaign effect.