Digital strategy
for an airline
A Russian airline with a federal route network. Online sales were barely developing, the website was outdated, and there was no digital marketing. We brought the online direction to the level of major players: S7, Utair, Nordwind
built a digital direction
Gallery — award for design
for branded SEO queries
of digital marketing
What we faced
A federal airline — but it seems non-existent on the internet
The website is outdated
The old website didn't sell. Poorly thought-out structure, inconvenient flight search, no proper online booking. Passengers went to buy tickets on aggregators
No digital strategy
Online sales were barely developing. No contextual advertising, no targeting, no SEO strategy. Competitors like S7 and Utair took all the online traffic
No analytics
It was unclear where passengers were coming from, how much acquisition cost, which flights were sold through the website and which through aggregators. Decisions were made blindly
SEO is at zero
The website was not in the top even for branded queries like 'ALROSA flights', 'buy a ticket Mirny'. Competitors intercepted traffic using the airline's name
No work with the audience
No email marketing, no SMM, no loyalty program. A passenger flew once — and the airline forgot about him. No retention
The gap between online and offline
Advertising campaigns were not linked to online sales. Seasonal promotions were not promoted online. The two worlds existed in parallel.
What we built from scratch
We completely rebuilt the airline's digital direction — from the website to analytics
A new website from scratch
We designed and launched alrosa.aero: thoughtful UX, convenient flight search, online ticket purchases. Integration with the Sirena-Travel booking system. The project received the Behance Gallery Award for outstanding design.
Online booking
We integrated Sirena-Travel, the air ticket booking system. The passenger selects the flight, seat, additional services, and pays — all on the website, without calls or agencies.
Multi-channel digital strategy
SEO, contextual advertising, targeted advertising, email marketing, SMM. Each channel has its own strategy and metrics. Integration of online campaigns with offline promotions.
SEO in the top positions
We brought the website to the top positions for key queries: 'ALROSA flights', 'buy a ticket to Mirny', 'air tickets to Yakutsk'. Competitors stopped intercepting branded traffic.
Contextual and targeted advertising
We managed the media plan and budget for each direction. A/B testing of creatives, remarketing for those who viewed flights but didn't buy. Constant optimization of the cost per lead.
Competitive analysis
We regularly analyzed S7, Utair, Nordwind — their channels, offers, strategies. We adapted our approach to market trends. We reached the level of federal players.
End-to-end analytics
We set up Google Analytics, Yandex.Metrica, and Bitrix24 CRM into a single system. Tracking CTR, CPL, LTV, ROMI. Each advertising channel has a clear cost of passenger acquisition.
A/B testing
We tested landing pages, ads, offers. We reduced the cost per lead and increased conversion. Data is the basis for every decision.
Additional services
Seat selection, extra baggage, carry-on luggage, airmail — all available when buying a ticket on the website. Each service is an additional revenue stream.
The Diamond Mile program
A loyalty program for frequent flyers: accumulating and spending miles, statuses, a personal account. Motivation to fly with ALROSA rather than competitors.
Email marketing and SMM
We developed the SMM direction: increased engagement and the number of subscribers. Email newsletters with promotions and personalized offers. Seasonal campaigns to warm up the audience.
Partnerships with aggregators
We connected Aviasales and other aggregators as an additional sales channel. Balancing between the own website and external platforms ensures maximum reach while controlling margins.
Behance Gallery Award
The alrosa.aero website received the Behance Award and was included in the Behance Gallery for outstanding design. We organized the work of the designer and developer so that the visual quality was not lost in the code. The result is recognition from the international design community.
Results from scratch
Growth of online sales
From an airline without an online presence to a full-fledged online sales channel. Passengers buy tickets on the website, choose seats and services without agencies or calls.
International recognition
The website received the Behance Gallery award — it is a selection of the best design projects in the world. For a regional airline, this is an indicator of the level we have set.
Top in search
SEO optimization has brought the website to the top positions for all key queries. Branded traffic is protected — competitors no longer intercept passengers.
Reduction in the cost of a lead
Constant A/B testing and optimization of advertising campaigns. CPL has been reduced, website conversion has increased. Every ruble of the advertising budget is working more efficiently.
The level of federal players
ALROSA's digital marketing has reached the level of S7, Utair, Nordwind. A full-fledged strategy, end-to-end analytics, work with the audience — like the largest airlines in the country.
A complete ecosystem
Website, booking, additional services, loyalty program 'Diamond Mile', analytics, advertising, SEO, SMM, email — a single working system that sells tickets every day.
Do you need a digital strategy for your business?
We built a digital platform for an airline — from scratch to the level of market leaders. Tell us about your task.