S7 Airlines: campaign to support Siberian forests

Communication support for the environmental campaign of a Russian airline.


In the summer of 2019, forest fires in Siberia spread to millions of hectares and became the cause of the disappearance of hundreds of thousands of trees. S7 launched an initiative to replenish the forests in Siberia and set a goal to raise funds for planting 1,000,000 trees. The airline even returned to its previous name – “Siberia” – for the duration of the campaign. The task was to attract the audience to this campaign and, as a result, to increase brand recognition and loyalty among S7 passengers.


To engage people in the airline’s campaign, the team of “Mikhailov and Partners” developed and conducted a creative information campaign in the media and on Telegram.


Number of publications in the media – over 350. Share of positive messages – almost 100%. The campaign was most actively supported by the media in the regions affected by the fires (Novosibirsk, Irkutsk, Krasnoyarsk, Yakutia, and others). Coverage (according to Medialogy) – 193 million people. Overall coverage of publications on social networks – over 3,500,000. Approximate PR Value assessment – 27 million rubles.