Utair "Where You Belong"

Advertised product

Utair airlines


Entry Description After moving to the affluent Moscow, Russians quickly forget about their provincial origins. They start flying abroad instead of flying home. Utair’s ‘Where You Belong’ campaign reminded people what their true dream destination really is, proving that traveling back is always more emotional than traveling ahead. As a result, an unknown regional carrier became the 2nd most known airline in Russia. Supporting Information Delivering Utair’s new positioning, ‘Where You Belong’ was the first-ever campaign launched by the brand. As a regional carrier, Utair mainly services domestic routes, connecting hard-to-reach areas of Siberia with the rest of the country. While other players expand abroad, Utair increases its network of domestic destinations. The main objective was to switch Russians from vacationing abroad to flying to small Russian cities through Utair’s extensive domestic network. Solution & Cultural Utair data shows: more than 70% of those flying out of Moscow have regional passport codes (i.e. they were born and raised in other Russian cities). These people often avoid visiting their childhood towns, while regularly vacationing abroad. The solution was to unlock their sense of obligation to visit their family and friends in regional Russia, utilising the power of nostalgia. Indeed, nothing holds such a firm and stable emotional hold over us as places and people from our childhood. Insights & Results: With this integrated campaign, Utair jumped from 5th to 2nd place regarding awareness, and the consideration for the brand doubled. Proof of Eligibility: Outdoor commercials release date: 02.04.18, placement in Moscow, Krasnodar, Rostov-na-Donu, Kazan, Surgut, Ufa, Samara. Press commercials release date: 01.04.2018, placement in Aeroexpress magazine, Utair magazine. Film commercials release date: 03.04.2018, placement on TV channels: Zvezda, Channel Five, Pyatnitsa!, Match TV, TV Center, TV-3, STS, TNT, NTV, Russia-1, Channel 1; online placement: YouTube, GPMD network. Dream destination experiment video release date 05.12.18, online placement: YouTube, GMPD network, ivi.ru