By Published on .

Client: Vueling

Agency: S,C,P,F, Barcelona

The latest entry in Europe's no-frills airline war invents its own language.

Even in the overcrowded skies flown by Europe's 50 budget airline brands-up from four just five years ago-the July 1 launch of Barcelona-based Vueling, stands out. The playfully named airline ("vuelo" is Spanish for "flight") uses its own Vueling language, mixing the tongues of its five destination cities in colorful TV, print, radio and outdoor ads breaking in Spain by WPP Group-backed S,C,P,F, Barcelona. Outdoor ads just went up in France and Belgium.

Clouds with dot faces and trilingual cartoon word bubbles say things like "Volar c'est beautiful" ("Flying is beautiful"). Account Executive Ana Domenech said the intent is to position Vueling as "cool and modern" rather than a discount airline, but one spot promotes $12 one-way inaugural fares to Paris, Belgium and Ibiza.

Europe's two biggest no-frills airlines, EasyJet and Ryanair, both do creative in-house-and it shows. EasyJet spends $45 million on print and posters across Europe bought by Omnicom Group's OMD, with the strapline "The Web's favorite airline." Last summer EasyJet ran one of the U.K.'s most complained-about ads, picturing a bikini-clad woman's breasts with the line "Discover weapons of mass distraction."

Dublin-based Ryanair even does its own media buying, spending about $30 million to position itself as "the low fares airline" and knock the competition. Last year Ryanair newspaper ads cast Mohammed Saeed al-Sahaf, Iraq's former information minister and a notorious liar, as EasyJet's head of communications.

Thomas Cook-owned Condor Airline named Interpublic Group of Cos.' McCann Erickson, Frankfurt, to handle its international budget. Launched May 31, German-based Condor flies to vacation destinations in Europe, the U.S. and Asia. Condor is offering a one-way fare to Orlando, Fla., from Germany for 99 euros, about $118.

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