For the past 95 years Iberia has been flying from Spain with a single purpose: to generate prosperity, connecting people with the world. With that purpose still at the forefront, the airline has modified its strategy for years ahead in order to strengthen its competitive position in all its markets while also earning more as a provider of airport handling services and aircraft maintenance. With its strategic plan, dubbed, Next Chapter, it intends to add new pages to its history.
Faithful to its purpose, in these 95 years, Iberia has viewed flying as a means of providing vital connectivity to societies. It has long been a disinterested collaborator with Spain’s National Transplant Organisation, and during the pandemic, it operated numerous repatriation flights and shipped health supplies and vaccines where they were needed most. It is also organized to fly unaccompanied minors with the utmost safety. And with its Talento a bordo programme, it promotes Spanish culture and sport at all its destinations.
Iberia Sustainability Manager Teresa Parejo explains that “a company’s purpose goes beyond its business objectives, and brings other kinds of value to its community. No company can meet all the world’s challenges, but all brands are challenged to make contributions to society. For Iberia, our customers’ trust depends on our honesty and fidelity to our purpose.”
“Based on Actual Flights”
Highlighting actual human stories and actual flights, Iberia has created an advertising campaign dubbed “Based on Actual Flights” to illustrate how connectivity can mean much more than transporting millions of people around the world and the social and economic impact it brings –tourism, job creation, etc.
“The voices heard in the campaign are those of Iberia staffers, the people who fulfil the airline’s purpose in their everyday work,” says Gemma Juncá, the company’s Marketing Manager. “Their testimony underlines our commitment, even at the most difficult times, to contribute to society."
The campaign will take the form of a video to be shown on television, online news media, social media (Facebook, Instagram, Twitter, LinkedIn, and YouTube), and in theatres, and also be broadcast as radio commercials.
Later, Iberia will distribute podcasts in which the people involved tell their own stories of what happened during actual flights. The “Based on Actual Flights” podcast series will be available on the most popular audio platforms --Alexa, Google Nest, Spotify, and Apple Music.
All campaign materials will be also available to passengers as in-flight entertainment options.
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