Sterling Airlines

Sterling needed to address falling sales and earnings per passenger. We worked with the airline and independent partners to make the flight itself something people would look forward to.

“Love is in the air” connected the brand to an experience that began before departure and continued throughout the journey. Identity, advertising, digital services and onboard touches all supported the same promise: a more generous, sociable and memorable way to fly.

Passengers encountered red carpets, roses and goodie bags. Entertainment made the wait part of the experience, while an airport treasure hunt led travellers to small gifts and the chance to win a travel voucher.

The welcome continued onboard, with travel guides waiting at seats and opportunities to surprise a travelling companion.

Acoustic sets by John Mayer, surprise comedy and onboard lottery activities brought unexpected moments into the cabin. Passengers could become part of the entertainment themselves: one couple used the cabin PA for a marriage proposal.

Even small offers encouraged interaction. One coffee cost 10; two cost 9. Sharing became part of the service.

A dedicated preflight site extended the experience beyond the airport. Passengers could arrange drinks, meals, gifts and travel guides, or preorder shopping, including laptops, for delivery onboard.

Friends and family could take part too. Someone who knew a passenger’s flight could arrange flowers, a letter or a present to arrive after takeoff, turning a routine journey into a personal occasion.

The work spanned identity, advertising, print, point-of-sale materials, websites and inflight communication. The window advertisements expressed the offer through messages written into condensation; the services gave passengers something tangible to experience.

The original published case reports a 180% increase in earnings per passenger , alongside substantially improved passenger satisfaction. It describes passengers remaining in good spirits through delays and wanting to fly this way again.

The journey had become a reason to choose Sterling.