Low Fare campaign (‘Light’ fare push)

A fare-led campaign promoting SalamAir's unbundled 'Light' product from OMR 19, with hand luggage only and paid add-ons. The airline framed it as the first step of a wider plan to hold consistently low fares across its network and push travellers to its less-flown destinations.

The brief

Price-sensitive travellers who would rather pay only for what they use than buy a bundled ticket.

The idea

A week-long sale pushed SalamAir's 'Light' fare from OMR 19, with 7kg hand luggage and paid extras, as the first step in a plan to keep fares low and promote less-visited routes.

What to borrow

Explaining an unbundled fare as paying only for what you need turns a stripped-down product into a choice the traveller controls.

Brand	SalamAir
Agency	Not named on the source
Talent	Not named
Channels	digital, social
Source	Oman Observer