Challenge TAP is Portugal's national airline, a member of Star Alliance. With the surge of low cost airliners TAP had to change their game and adapt to the fierce price competition. They moved from a two class (Tourist and Executive) ticket policy, to a five one. Each ticket class has different services attached to it, hence a different price tag. They wanted a website that explained what was this change all about, and what each of the five services encompassed.
Solution When people travel by plane their mind is already at the destination even before they arrive. We explored that concept and recreated the plane's interior with different scenarios. As if when traveling, people were "already there". Each scenario represented a typification of the traveler and established a relationship with the cost and services provided by the airline.