Air Arabia

Collaboration and Approach

Air Arabia approached Mindset Media with the challenge of increasing ticket sales among the Moroccan community in the Netherlands especially in the period after the summer holidays, traditionally a difficult time to activate travelers. Reaching this audience required more than traditional media. It demanded cultural understanding of values, habits, and identity. During the creative sessions, the team focused on three key themes within the Moroccan community: trust, family, and connection. From that foundation, Mindset Media developed a culturally relevant 360° campaign designed to be present in the everyday lives of the target group. We identified key neighborhoods in Amsterdam, Rotterdam, The Hague, and Utrecht where mosques play a central role, and placed outdoor campaigns strategically around prayer times and local walking routes. At the same time, radio activations on FunX, a station popular among young Moroccan-Dutch listeners, reinforced the message and strengthened brand recall.

Result and Impact

The combination of hyperlocal visibility and culturally authentic storytelling ensured that Air Arabia’s message was not just seen but felt. The campaign led to a 20% increase in ticket sales during the activation period and significantly boosted brand awareness and trust within the Moroccan community. This project embodies Mindset Media’s mission: helping brands bridge cultures through communication that connects with real people, in real places, in meaningful ways.