I would suspect certainly with the sun routes they will be using that hard bitten expertise & undoubted familiarity with the Med to influence & make their market.
Generally perhaps too as it is a young outfit with undoubted young thinking they will realise social media platforms mentioned above are the modern way to go.
Social selling as a concept is a top of funnel tool to raise brand awareness and consideration. Next to no one clicks intentionally on display or banner ads but they do cement awareness in some, mainly older people who aren’t savvy enough to get an adblocker.
One really bad season can kill any carrier, so long as they spend on
SEO for cheap flights and remain top of consideration on skyscanner or expedia by price then they’re in the game. Of course how they are going to make money on that price is a different question. Billboards and OOH advertising are frankly a waste of money in this market IMHO