Innovative marketing strategy to promote a low-cost airway company among Y and Z generations.

1. WWW.WIZZAIR.COM
One Pass, All of Europe
Wizz Air
Youth Challenge

2. SWOT Analysis
Strengths
! WizzAir is the largest low-cost airline in CEE
! Offering some of the lowest fares on the
market
! Strong financial performance
! Growing economy
! Modernised technology
Weaknesses
! Main use of secondary airports
! Weak presence on social media
! Lack of popularity in Western Europe
! Weak customer loyalty
! Damaged reputation
Opportunities
! A potential market growth among
the 18-25-year olds
! Expand in Western Europe
! Extra revenue growth potential
! Introduction of EuroPass
Threats
! Strong competition in Western
Europe (Ryanair, EasyJet, etc.)
! New innovative products or
services, introduced by competitors
! New entrants
! External events
S W
O T
WIZZ Youth Challenge

3. WIZZ Youth Challenge
Campaign Objectives
The growth rate in Western Europe continue to
be more stable and citizens of the West richer.
Wizz Air is a highly valued company in CEE where it holds very strong market share by attracting
customers with its reasonable prices and standing up for its values continually. However, Western
Europe is a more stable market. Through our campaign we want to both strengthen company’s
leadership position in CEE countries and introduce it to the millennials in Western Europe who tend to
be adventurous and seeking to explore Europe during their years in university.
Our 5 main objectives are:
Create a new revenue stream
Encourage the growth in young millennials segment
Create long-term brand loyalty by transforming the young millinnials into sky warriors (BCG)
Promote short-term and adventurous travelling in line with WizzAir values
Increase brand awareness in Western Europe by attracting generations Y and Z

4. WIZZ Youth Challenge
Strategic Tools
EuroPass is a service similar to WizzAir’s discount club, but
it is only available to customers under the age of 24.
Creating the future Sky Warriors.
EuroPass
The OrientPass would be sold at slightly higher prices than the
EuroPass as the destinations are going to be more exotic. It is going
to give millennials the opportunity to who have used the EuroPass
to explore Europe to get to know more new destinations e.g. Tel
Aviv, Baku, Dubai.
Extention of the Europass
OrientPass
Once-in-a-lifetime experience, better than MTV’s festival
or Tomorrowland. It is going to be exclusive to the
people who have purchased an EuroPass. Limitd
number of tickets.
The Ibiza event everyone is going to talk about
Wibizza
Launching during peak travel season to be able to exploit most out
of Wizz Air’s integrated marketing channels and customer base.
Putting the spotlight on the travellers
Marketing Campaign
EuroPass travellers would have the opportunity to win
an unforgettable trip to Ibiza for Wizz Air’s birthday by
sharing photos from their travel with their EuroPass on
social media (Facebook and Instagram). Those who
fulfilled the competition conditions will have the chance
to win the trip, while the brand receives exposure to a
number of new potential clients.
They win, we win.
The Challenge

5. WIZZ Youth Challenge
EuroPass: The smart way to travel
“Trains are old-fashioned, slow and quality depends on the
country. That is why we are offering the smart way for young
people to travel and explore Europe at affordable prices.”
A travel pass that facilitates travelling across Europe at exclusive prices for
travellers below the age of 25.
Unlimited choice of travel destinations between EU countries, excluding national
flights to prevent exploitation and channel conflict.
In 2016, 300,000 young people travelled Europe by purchasing Interrail Pass,
compared to 240,000 in 2009 - an average of almost 4% increase per year.
Short-term travel passes, providing exclusive discount on weekday flights
Increase in last-minute travel demand and seat utilisation.
This gradual increase indicates interest from young Europeans. However, safety
issues and the inconvenience of railway transportation in EE slow the tend.

6. Basic Pro Ultimate
EuroPass Packages
WIZZ Youth Challenge
€20
3 – 5 Flights
2 Weeks Period*
30% off on all flights
10% off on ancillary services
6 – 8 Flights
1 Month Period*
30% off on all flights
15% off on ancillary services
Entry for Wibizza Party Draw
€40 €60
9+ Flights
1 Month Period*
40% off on all flights
20% off on ancillary services
Entry for Wibizza Party Draw
-
*Since the day of the first flight purchased with the EuroPass Discount

7. Killer Post-Launch Promotion
• Email campaign to invite the first 1000
customers to get their EuroPass at 50% off.
• Use of email marketing to incite all who have
purchased EuroPass to become Wizz Discount
Club members or choose another EuroPass,
after their pass has expired.
• YouTube ad, showing young people enjoying
their Wizz travel, to excite Western European
viewers to discover CEE.
• 150 lucky EuroPass customers will win the
opportunity to be part of the Wibizza Party - a
never-before-organised event inspired by the
success of various MTV parties and Tomorrowland.
It will be a landmark for the millennials and an
invaluable PR opportunity that can go viral on
various social channels like Snapchat, Instagram,
Facebook, YouTube, etc.
WIZZ Youth Challenge

8. Banging Social Media Campaign
Incite customers to share on Facebook and Instagram a photo of their
Wizz travels with the #WizzEuroPass.
Put creative stand at major airport gates to help customers get fun shots
The creators of the five most liked photos will receive two Basic Euro
Passes to explore Europe with a companion
They will have their accommodation costs covered for two nights in each
location, but they can stay longer at their own expense.
All Participants will be required to send Wizz Air at least one photo from
each country they visit.
Wizz Youth Challenge

9. Wizz Youth Challenge
Expected outcomes
#WizzEuroPass
#EuroTrip
#YoungTravellers
Our current target group are the future leaders. The campaign we
have created helps to demonstrate Wizz Air cares for its young
customers. As countries become more diverse, current EuroPass
holders will turn into loyal sky warriors, business travellers or just
people returning back home.
Expand market share of the company in Western Europe.
Gain stronger follower base within social media platforms.
Increase customer growth among the targeted group of 18-24-year-olds.

10. Wizz Youth Challenge.
Timeline
Year 2017
Strong marketing
campaigns during peak
season, promoting
EuroPass via email, social
media advertisement,
affiliate programmes.
Year 2017
Introduction of EuroPas.
15 passes will be given
away to selected
influencers to promote the
product on their social
media channels.
Year 2018
Launch of Wibizza
experience for Wizz Air’s
birthday. Winners will be
announced on the 19th of
May.
Year 2018
Introduction of Orient
Pass to exploit the full
network of Wizz Air flights
and promote destinations
outside of Europe.
2017
July
2017
August
2018
May
2018
May

11. WIZZ Youth Challenge.
Sales Budget
We have prepared a forecast for the
next two years based on very
conservative measures.
Our goal is to not only increase brand awareness and customer
base but also keep the revenue trend growing . This shall be
achieved through the accumulation of more Western European
travellers and more frequent short-term European trips from
the Y and Z generations.
.
.
EuroPass Revenue
0
3,5
7
10,5
14
2017 2018 2019
EuroPass Sales Ticket Revenue Ancillary Revenue