Campanie
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CONTEXT NAVIGATING THE AMBROSIA ALLERGIES IN ROMANIA Over half a million Romanians are affected by ambrosia allergies due to its toxic and highly allergenic properties, experiencing symptoms like red eyes, runny nose, and insomnia. These allergies significantly diminish sufferers' quality of life, persisting for at least two months annually, from mid-August to mid-October. The situation has worsened in recent years due to global warming, with ambrosia allergies appearing early in July. And that’s not all. THERE IS NO LEGAL PROTECTION FOR THOSE WHO SUFFER FROM AMBROSIA ALLERGIES Unfortunately, until the uncontrolled expansion of ambrosia is regulated in Romania to reduce and control it, as in most of Europe's countries, hundreds of lands will still be covered. Thus, the only efficient remedy for Romanians suffering from this condition is to stay as far away from ambrosia as possible until the law will punish people for not removing ambrosia from their lands. So, how could a travel agency turn these dark stats into an opportunity? Vola, as a top destination search engine in a highly competitive market, needed to expand its audience and stand out from other travel options. Moreover, we knew that Vola provides travel packages for European areas untouched by ambrosia. THE CHALLENGE So, why not take advantage of the ambrosia season to convince people suffering from allergies to choose Vola's ambrosia-free destinations as their perfect blissful escape? OUR APPROACH We decided to zig when everybody zigs and capitalize on this large number of Romanians who suffer from ambrosia allergies. Hence, to address their specific problem, we reframed our offers and customized them, using our top destinations as an effective solution. KEY OBJECTIVES: 1. Communication Objective Raise public awareness around Vola's solution for ambrosia allergy sufferers. Increase the public's knowledge about ambrosia allergies and their impact on health by showcasing Vola's solutions to help them deal with this unpleasant situation. 2. Business Objective Encourage people to choose Vola's ambrosia-free destinations offered as inspiration in the campaign (Rome, Vienna, Dublin, Paris, or Milan) to escape the void. |
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