Wizz Air: Let's Get Lost Armenia

OBJECTIVE

Wizz Air wanted to strengthen its brand among Gen Z and millennial travellers in the UK by cementing their positioning as an airline built for adventure. The brief was simple in concept, ambitious in execution: take 25 influencers on a mystery trip to Armenia and make Wizz Air synonymous with the kind of spontaneous, experience-led travel that younger audiences actually want. In partnership with the Ministry of Economy and Tourism of Armenia, the campaign also carried a secondary ambition: to position Armenia as a must-visit destination for British travellers. The third iteration of the Let's Get Lost series had to build on an award-winning legacy and still feel fresh.

SOLUTION

Disrupt had delivered Let's Get Lost twice before, so we knew exactly what it took to make the concept land. The real challenge was execution: weeks to recruit, brief, and coordinate 25 creators for a complex international travel experience, almost entirely on a gifted basis. We moved fast. Drawing on our established creator network, we handpicked travel, lifestyle, and entertainment influencers not just for their numbers, but for their chemistry, their appetite for the unknown, and their ability to sustain real-time storytelling across an entire trip. The mystery destination concept was the hook that made gifted participation genuinely compelling. Disrupt managed the full operation on the ground, keeping content, approvals, and momentum moving from departure to final post.