The board set two objectives. Break through in the UK, and grow the share of sales that come direct. Twelve months later, direct sales were up 57% year on year.
Corendon is an established airline across Türkiye, Germany and mainland Europe, but its UK position told a familiar story. B2B and package volume was strong, and too much of the rest arrived through aggregators and third parties, sales with a commission attached and a customer Corendon never met.
Our partnership was established on a mandate, not a media brief: build the UK acquisition engine from the ground up, and build it so the growth lands direct.
- Growth strategy built from the direct mandate down, with targets the board could track
- Persona mapping, channel mapping and touchpoint analysis of how UK travellers choose airlines
- Creative strategy per persona and journey stage, decided before a single asset was made
- A social-first creator programme, real travellers flying real routes
- Sequenced paid social across Meta and TikTok to build the brand and plant the want
- Paid search across Google and Bing for the high-intent moments worth winning
- Programmatic and CTV to put a challenger brand in front of the market at scale
- Creative testing, real-time optimisation, and measurement to one number, direct share
