Skybus Airlines

To get an aircraft off the ground, all you need is brilliant engineering. Launching an airline isn’t so easy. You either need a gazillion dollars, or a really fresh idea. Fortunately, Skybus had one that could be summarized in two words: Fly cheap. High start-up costs precluded traditional media, so we turned to guerrilla marketing as the anchor for the launch. The plan was to create a buzz by infusing the homeport city (Columbus, Ohio) with Skybus orange, the butterfly logo, and by creating a unique, new language that communicated the very essence of the brand—Fleap.

Agency: Ten United. Creative Team: Ray Fesenmaier, Oscar Reyes, Steve Cox, Darren Elosh, Jesse Bulger, Ray Fesenmaier.

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IDENTITY – A new airline born in this highly competitive industry requires a fresh identity to help visually differentiate the brand. Thus was created the Butterfly mark which is formed by the “S” and “B” in Skybus. Symbolizing flight and the Skybus’ philosophy of freedom, the butterfly mark and brand orange comes to life in a variety of memorable creative manifestations. The bright, bold plane design turned heads and created major industry buzz.

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NON-TRADITIONAL – Without the typical large airline media budget, less expensive marketing channels such as OOH, Event, Guerilla and Digital were employed to introduce Skybus to its home port of Columbus, Ohio and several destination cities.

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