The COVID-19 pandemic left the airline industry with a different world. Like many airlines, Vueling needed to adapt to this evolving reality and change its operation to enable future growth. Adaptation to change was not an option; it was a must.
To prepare for the future, Vueling launched Vueling Transform. This plan identified 18 initiatives to ensure Vueling remains the low-cost airline that brings people closer to their families, friends, work, and favorite places. To make this initiative work, Vueling needed to ensure every employee was excited, engaged, understood the urgency, and was motivated to make a positive impact.
To ensure an impactful rollout, Vueling partnered with Other Tomorrows to bring the campaign to life as an internal brand, series of workshops, and internal tools for socialization.
Leveraging Vueling’s established brand standards, Other Tomorrows conceived and designed a campaign to work across various touchpoints; including posters, wall graphics, vinyl stickers, presentation templates, and other novel expressions. Intended to engage thousands of employees at all levels of the organization, this internal campaign was meant to encourage and inspire participation in Vueling’s efforts to innovate and grow the operation, while also acknowledging the significant headwinds posed by the ongoing pandemic.
The campaign features a continuous line that represents progress and connects all the people, departments, spaces, and destinations Vueling Airlines serves across Europe. The line is not always simple and linear, and it isn't always easy, but it always moves Vueling Airlines toward the future.
After the campaign’s graphic system was established, our team shifted into the development, production, and deployment of the completed communication elements and collateral. The official unveiling of the campaign was at a summit for Vueling’s leadership and senior employees in Barcelona.
During this workshop-style event, Other Tomorrow's communication tools and event experience brought to life Vueling’s mission, vision, and values, along with 19 key strategic initiatives that supported the overall effort. An accompanying post-summit campaign is helping to shift Vueling Transform's focus from “thinking to doing”, by cascading these materials across the organization through smaller workshops with functional teams.
Heather Natasha Figallo
Karina Perez Di Silvestre
Pedro Jose Larriba Forcada
Andrea Aponte Arias
Maria José Adamuz Pena
Marta Zamorano Espinosa
Luisa Lopez Sancha