CEO Branding with the ‘WOW’ Factor
Having managed the PR for cheeky, low-cost Icelandic airline WOW air for the past five years (even going back to its roots as Iceland Express), Rooster has been at the forefront of the airline’s transition from a small European carrier, to a 38 destination global player at the frontline of the battle between legacy airlines and LCCs.
Aside from managing a rock solid 24/7/365 press office and driving global coverage for WOW air’s headline grabbing low fares, we faced the constant challenge of how to make WOW air stand out in a market as crowded as the UK's airspace.
Founded by Iceland’s very own Richard Branson, the charismatic entrepreneur Skuli Mogensen, the Rooster team knew they had a potentially powerful ‘face of the business’ to utilise. Carving out valuable time in a packed CEO schedule (which is no mean feat in itself!), we implemented an ongoing CEO branding campaign that maximised visibility for the airline across tier one media and positioned Skuli as the face of the disruptive LCC movement.
Alongside a stream of route launches, we generated a constant buzz by devising creative, yet topical story angles which complemented the news agenda and appealed to broadcast, consumer and trade media. And all with Skuli as the spokesperson. Just some of the work included offering free flights to Iceland for any Brits considering a permanent move to the Nordic nation post Brexit, announcing that WOW air could soon ‘pay passengers to fly with them’ using ancillary revenues, and launching a new premium offering, bringing travellers a taste of luxury without the hefty price tag of traditional airlines.
As a result, Skuli’s face and the airline’s infamous purple planes have been splashed across TV screens worldwide including multiple appearances on BBC World, CNN’s popular ‘Quest Means Business’ and CNBC. Leveraging our relationships with leading business writers, interviews were secured in Forbes, Bloomberg, Financial Times, Skift, Reuters, The Economist, Wall Street Journal and The Telegraph, to name just a few.
Coupled with high profile speaker slots at prominent industry events such as World Travel Market, our work has helped WOW air firmly establish itself as a serious global airline. Without doubt, the brand of Skuli & WOW air is one to watch.