Návrh komunikační kampaně

The thesis focuses on designing a communication and media strategy for the online travel agency Kiwi.com on the Czech market. Its aim is to analyse purchasing barriers through an in-depth understanding of the market, the brand, and the behaviour of the target audience, and to propose a communication campaign that addresses these barriers while supporting the company’s long-term commercial potential. The work is based on a combination of secondary and primary data sources, including internal data and brand research. The primary research consists of quantitative and qualitative methods conducted among young travellers aged 18–35. The findings show that, in addition to price, a key factor influencing the decision to buy the flight ticket is the perceived sense of security when dealing with travel disruptions. The proposed campaign therefore focuses on clearly explaining the principles of the Kiwi Guarantee product, which provides protection for travellers in the event of complications. Campaign is communicated through digital platforms combined with outdoor media. The outcome is a set of recommendations for working with key communication channels and for building long-term trust within the target group.