Attract young people and improve their positioning.

Due to Rumbo’s long track record, the average age of its consumers was growing and it needed to attract young people. Furthermore, despite being the leading flight booking service in Spain, it wanted to improve its positioning as an accommodation booking engine.

To reach the target audience, a page was opened for Rumbo on MySpace (the largest community of teens and young adults at the time), the first MySpace competition in Spain was run and there was a rally of objectives that included pages by different artists who received support from, and returned it to Rumbo. This improved organic positioning and usability, and social marketing was used.

Rumbo made around 700 friends on Myspace, 49 outside links and was named in the press.