A tactical campaign that gets people booking

Air Arabia Super Seat Sale campagne op een billboard aan de waterkant in Dubai met Atlantis The Palm op de achtergrond

Client
Air Arabia

Case
Tactical campaign (pitch deck)

Services
Creative concept
Campaign design
Art direction

Sector
Aviation

Air Arabia, the largest low-cost carrier in the Middle East and North Africa, asked Cubic Mill for a creative proposal for a tactical campaign. This pitch deck was requested by Air Arabia from Cubic Mill for a campaign they want to run in the United Arab Emirates.

The brief consisted of two sharp, price-driven offers: a Super Seat Sale and a Save Big promotion. Our task was to translate these tactical offers into a recognisable, conversion-focused campaign that stands out across every channel while staying fully within Air Arabia’s visual identity and tone of voice.

Air Arabia Super Seat Sale billboard aan de waterkant in Dubai Marina, 500.000 stoelen vanaf AED 149

A request from Air Arabia

Air Arabia approached us with a request for proposal for a tactical campaign around two commercial offers. The goal was clear: drive early bookings with a large seat inventory at a sharp price, aimed at the market in the United Arab Emirates.

Building on Air Arabia’s brand values, drive, restlessness and sensibility, we developed a creative concept that turns urgency into visual energy and guides the viewer step by step from message to price to booking.

Air Arabia tactical campaign door Cubic Mill, een Air Arabia vliegtuig stijgt op

Challenge

A tactical offer is more than a price. The challenge was to design a campaign that is instantly recognisable, that casts the price and the seat inventory as the heroes, and that still feels unmistakably Air Arabia. Through clear visual hierarchy, bold typography and directional structure, we create an intuitive path to booking, built to convert fast and at scale.

Air Arabia stoelselectie UX-ontwerp met vliegtuigcabine, stoelenkaart en boekingsscherm

Campaign 1: Super Seat Sale

The Super Seat Sale is all about scale and scarcity: 500,000 seats from AED 149, book until the end of May and travel from October 2025. Inspired by the seat selection during booking, we translate availability into seat icons. The fuller the seats, the greater the urgency. This makes the promotion feel intuitive, energetic and rooted in real traveller psychology.

Designed for conversion

Every layout is built around conversion. We guide the eye from campaign name to price to call to action, and build in subtle psychological triggers that help the viewer decide now, without compromising the clear, structured look Air Arabia is known for.

Scarcity

Seat icons and limited availability make it tangible that the offer won’t last.

Loss aversion

Price and seat count take centre stage, so the value feels immediate and potentially temporary.

Reassurance

A calm, forward-looking structure makes booking now a smart, safe choice.

On brand

Colour, typography and tone of voice stay fully within Air Arabia’s brand system.

Air Arabia Super Seat Sale campagne op een digitaal scherm in een luchthaventerminal bij de gates

Air Arabia Super Seat Sale social media post op een smartphone, 500.000 stoelen vanaf AED 149

Air Arabia Super Seat Sale billboard in Dubai met de skyline op de achtergrond, 500.000 stoelen vanaf AED 149

Campaign 2: Save Big

Save Big is a price-driven promotion for the summer of 2025: fares from AED 199, book before 1 May and travel between 1 June and 31 August. Here the price is the hero. With bold typography, rhythm and a clear flow, we position Save Big as a direct conversion trigger, fast, clear and built to perform across every format.

Air Arabia Save Big key visual, tarieven vanaf AED 199

Air Arabia Save Big key visual met Dream Explore Decide, vanaf AED 199

Outcome

The result is a tactical campaign that brings together strategy, brand discipline and commercial sharpness. Two offers, one recognisable system, ready for billboards, airport screens, bus shelters and social. Clear, energetic and built to get travellers in the United Arab Emirates moving.

Air Arabia Save Big op een digitaal scherm in de luchthaventerminal met reiziger, tarieven vanaf AED 199

Air Arabia Save Big campagne op een digitaal billboard in een winkelstraat in Dubai met de Burj Khalifa op de achtergrond

Branding bureau Amsterdam, karaktervol portret van een man met rode muts

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