Expect the unexpected is a advertising campaign that redefine perception and transition from "Low-Cost" label for flair airlines.
Every travel is expected when we planning or trip. All the steps are predictable. However, the ticket that purchase from Flair Airlines is not just a low-cost seat. It is acomprehensive package of services, memories and experiences. There are more than what we expect, and it goes beyond the savings. Travel is inherently unexpected, so why not approach it with an "Expect the unexpected" mindset?Perhaps there are more joy and surprises waiting for us.
We do not just promote the spirit of “Expect the unexpected”. We aim to embody it. We transform Flair airlines into a fashion label - UXP Co. (Unexpected Co.), setting it apart from ordinary airlines in order to showcase the unexpected side of an airline.
We are launching a series of attraction specialty products and collaborating with famous fashion icons to depict every attraction in Canada in unexpected way, beyond its scenic beauty.
Pop-up stores will also be opened in various major cities, including Toronto, Vancouver and Montreal, offering limited-edition bundles and unbeatable discounts.
Bundles & discounts are undoubtedly enticing, but to truly inspire our audience to travel. Let's take one step further, we are organizing a one-time Unexpected fashion show, and guess what? It will be held in the most boring city in Canada, Ottawa! All fashion show tickets and air tickets will be available in bundles at half price. Additionally, we'll have KOLs and influencers in attendance. This fashion show aims not only to motivate the audience to travel, but also to unveil an unexpected side of our capital city.
Apart from the activation for our campaign, seasonal and regular promotion and advertising are equally important. After all, traveling is a 365-day affair. Alongside the unexpected revelation of attraction we are introdicing unexpected pricing, tips, services and experience to the audience through different channels.
Besides all creative elements, we aim to collaborate with a variety of Key Opinion Leaders (KOLs) to broaden the campiagn's reach. For this campaign we are partnering with 4 types of influencers: travel, fashion, hobbies and gaming. Each category of KOLs bring unique perspectives to promote the theme of "expect the unexpected".
