Last came first.
Transforming underperforming flight sectors into weekend getaway destinations — making last-minute travel feel like a victory, not a compromise.
Last came first.
Transforming underperforming flight sectors into weekend getaway destinations — making last-minute travel feel like a victory, not a compromise.
Email Open Rate
vs. industry avg of 15%
Click-Through Rate
On campaign mailers
Website Traffic Growth
Average increase
Occupancy Increase
Across 9 underperforming sectors
Make the forgotten routes the most wanted routes.
GoFirst had a problem familiar to every airline: certain routes underperformed, dragging down load factors and revenue. The challenge was to transform these quiet sectors into desirable destinations worth booking.
The insight came from a shift in post-pandemic travel behaviour — travellers were no longer planning one big annual holiday, but multiple short trips, often at the last minute over long weekends.
Client
GoFirst (airline)
Scope
Email Marketing · Digital Communications · Performance Strategy
Duration
Ongoing campaign
Markets
Pan-India
Turn long weekends
into spontaneous getaways.
18.2% occupancy increase across 9 sectors that were previously left behind.
The campaign transformed GoFirst's weakest routes into actively booked destinations. With a 20.46% open rate and 7.1% CTR that outpaced industry standards, the strategy proved that smart targeting beats blanket promotions.
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