Vueling - Luminotherapie

Vueling - Luminotherapie

Spanish low-cost carrier Vueling has taken a creative approach in using busstop abris to promote its flights between Paris and sunny destinations in Spain.

In May of this year, before the start of the summer holiday season, Vueling and outdoor advertiser JCDecaux Innovate promoted Vueling’s destinations by decorating five bus shelters around Paris in such a way they gave commuters a visual ilusion of being on a sandy beach in Spain.

The second part of the campaign was rolled out this September. To help bus passengers face the gloom of the upcoming fall and winter season, Vueling again decorated five bus shelters in the colors of a beach in Malaga (Andalusia) and also installed light therapy lamps, in an effort to inspire people to plan for a getaway weekend to the sun (images here and here).

On a similar note, another major European LCC – Norwegian – over the past years launched several creative out-of-home initiatives to persuade Scandinavians to book a flight to a southern, more sunny, destination in Europe. Examples include installing a rain gauge on bus shelters that recorded how much rain fell in the city (video here).

In another campaign, the airline asked commuters at Oslo’s central train station to have their picture taken and get their skin tone saturation measured digitally. Images people’s skin tones then were directly uploaded onto a giant screen, where the audience could follow who was the palest person in the league and deserved a free flight to the sun.