Iberia has been flying from Spain for 95 years with the same purpose: “to generate prosperity, connecting people with the world”. While maintaining its raison d’être, the airline has been adapting its strategy, which in the coming years will focus on improving its competitive position in all the markets where it operates and making its airport services and aeronautical maintenance businesses profitable. To achieve this, it has a plan, Next Chapter, which will enable it to write a new chapter in its history.
True to its purpose, during these 95 years Iberia has always tried to give another meaning to flying, demonstrating that connectivity is key to society: repatriation flights, collaboration with the national transplant organization, service to minors traveling alone, transport of humanitarian material and vaccines, support for Spanish talent or its contribution to historic cultural events are some of the examples of Iberia’s commitment to the communities where it operates.
For Teresa Parejo, Iberia’s Director of Sustainability, “the purpose of a company is what transcends its business and adds value to its community. No company can solve all the world’s challenges, but all brands have been challenged in their contribution to society and, in the case of Iberia, the trust of our customers can only be built by being honest and consistent with our purpose”.
“Based on real flights” – (“Basado en vuelos reales” with its Spanish name).
With the real and human stories that have occurred on its flights, Iberia has created its “Based on real flights” campaign (“Basado en vuelos reales” with its Spanish name), to highlight the value of air connectivity beyond its ability to connect millions of people around the world, its social and economic impact on the development of sectors such as tourism and in the generation of employment.
“The voices that star in the campaign are those of Iberia employees who, on a daily basis, build the company’s purpose. Their testimony serves to highlight our commitment even in the most difficult times for the business and our contribution to society, past, present and future,” said Gemma Juncá, Iberia’s Marketing Director.
The campaign will be disseminated through different formats: a video that will be broadcast in cinema, television and online media, radio spots and publications on Iberia’s social media channels (Facebook, Instagram, Twitter, LinkedIn and Youtube).
In addition, Iberia is working on some podcasts in which its protagonists will narrate with the utmost reality what happened on each flight, so that listeners of the “Based on real flights” campaign can dive into stories that, every day, continue to be repeated in Iberia. This series of podcasts will be available on the main audio platforms -Alexa, Google Nest, Spotify or Apple Music-, and all the contents of the campaign will be included in the airline’s in-flight entertainment offer.
https://www.youtube.com/watch?v=z79qHfFxmQU
