Philippine Airlines: Supersavers

With domestic travel on the horizon post-pandemic, Philippine Airlines was out of local travelers' sights AND minds because of skewed brand perception. To them, PAL was too expensive, way too premium, and simply not worth the cost for a flight that only cost double digits after other budget airlines' seat sales. But as it turns out, PAL DOES offer more value – the thing is nobody knows. To put itself back on the map and highlight its perfect rates for the bargain-hunting traveler, PAL launched Supersavers.

Supersavers was the perfect way to convince flyers they could get all kinds of super savings with PAL all-year long. To ensure brand recall, PAL banked on a catchy and straightforward name (Supersavers), a memorable visual in the form of a sale tag, and supersized benefits no other airline had! With Supersavers-branded ads present all over websites and social media to hit travelers of all kinds and backgrounds, Supersavers triggered the SUPER WANT for travel – generating a groundbreaking PHP 1.8 BILLION in revenue! Supersavers jumpstarted not just an overall change in perception, but even more bookings and travel which hugely contributed to the airline exiting its bankruptcy state in 2022.