Applying a communication innovation to another country

This paper analyses the brand and communication of the Russian company Aviasales, targeting young people (Generation Z). The aim of the paper is to analyse elements of communication that can be successfully transferred to another market context and used to improve the marketing communication of a particular company - Student Agency. First of all, the generations targeted by such communication elements are considered. Next, the marketing and communication strategies, their components, and trends in modern communication, including brand authenticity, are described. This is followed by a description of the steps involved in creating a communication strategy. In the practical part, a study of a Russian company is conducted on the basis of these data. Next, the Czech company is selected and the elements that can be used are identified. The result of the work is a proposal, not an end result - nevertheless, it can be used to create long-term brand communication.