Wideroe - Change Flight or Change Airline

Wideroe - Change Flight or Change Airline

Wideroe 'Change Flight, Change Airline' | SAS-owned Wideroe is a regional airline in Norway that operates a large domestic network. Norway's larger and fast-expanding Norwegian Air Shuttle recently launched flights from Torp (Norway) to Trondheim and Bergen at lower fares.

Wideroe, in partnership with McCann Oslo, responded with an audacious campaign to woo customers from Norwegian. Last month, immediately after Norwegian's first takeoff from Torp, Wideroe announced that it would offer passengers with tickets on other airlines a free flight on Wideroe to any overlapping destination with Norwegian; the premise behind the move being to highlight Wideroe's higher frequencies and flexibility with ticketing on the routes. Additionally, unsold Wideroe seats were the ones made available to Norwegian customers, resulting in little to no impact on Wideroe's existing passenger loads. According to Wideroe's Communications Director Richard Kongsteien, the move would cost the airline money in terms of passenger revenue and tax, but was “more than worth it in goodwill and marketing.”

The move also drew national media attention in Norway to Wideroe's main assets of frequency and service, leading to greater awareness among the public as well.