We started with interviews focusing on new management team members, pilots at all stages in their careers, and a comprehensive competitive analysis to see what other airlines were offering. All this information pointed us to the crux of what this brand really is: a lifestyle brand at all points, consumer and professional.
Pilots had made the decision to fly for this airline largely due to intangibles. Although there were some pieces that other airlines couldn’t compete with, like two years to becoming a captain, or flying a Boeing 737-800. Pilots consistently selected this airline for employment because of the work/life balance and destinations offered.
We created a campaign that promoted work/life balance as its core called “Fly at the speed of life.™” Knowing pilots hold work/life balance higher than anything else, it made sense to use it as a proof point to attract other like-minded pilots and reinforce the existing culture within the airline.
Creative: “Fly at the speed of life” was the tagline created to capture the experience of flying for Sun Country Airlines and what its pilots valued most.
Poster Series: Visual cues using the biggest airline asset, the Boeing 737-800, were paired with lifestyle imagery to showcase the work/life balance Sun Country provides.
Recruitment Materials: Visuals were used alongside insights from the focus groups to support recruitment teams in reaching pilots in impactful ways.
Website: We designed and built a digital experience that helped support all recruitment materials developed.
In-Person Events: In-person recruitment events at universities were structured and orchestrated using the new campaign to attract young pilots to the company.
Earned Media: Public relations was used as a tool to help drum up press around the new programs Sun Country Airlines was developing to entice new pilots to the airline.