June 13th, 2023, Lesley Simeon
The “ultra-low-cost" airline, Wizz Air, has named UK-based The Liberty Guild as its global agency of record (AOR). The new AOR's mandate includes communicating the Hungarian carrier’s value proposition, boosting its brand presence and driving passenger numbers.
We look at YouGov data to see how Wizz Air’s Awareness score has fared in recent years.
YouGov data suggests that the carrier’s Awareness score - which measures how aware customers are of the brand - has made significant gains in the past two years.
According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily - Wizz Air’s Awareness score has grown from 38% in June 2021 to 54% in May 2023.
Part of the new agency’s mandate is to contribute to driving passenger numbers up. Data from BrandIndex shows that in the past year (between June 6, 2022 and June 5, 2023), 57% of Wizz Air’s former customers considered the low-cost carrier easyJet. Interestingly, 54% of Wizz Air’s former customers considered British Airways in the same period.
Between June 2021 and June 2022, Consideration for Ryanair among Wizz Air’s former customers increased from 37% to 44%, while for Jet2.com it grew from 32% to 38%. Similarly, 29% of former Wizz Air customers considered TUI Airways June 2022 onwards - up from 22%.
For Wizz Air, Consideration has remained unchanged at 38%.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Wizz Air’s Awareness score is based on the question: Which of the following airlines have you ever heard of? and delivered as a percentage. Scores are based on an average daily sample size of 6086/1639 UK adults between June 2021 and June 2023. Figures are based on a 12-week moving average. Learn more about BrandIndex.
Photo by Artur Voznenko on Unsplash