benchmark report
airline marketing
experience the emirates a380
tv, print, ooh
business is an adventure VIRGIN ATLANTIC Virgin Atlantic latest U.S. campaign is called ‘Business Is an Adventure’ and is aimed at international business travelers. The most visible elements of the campaign are out-of-home placements like a ‘takeover’ of Manhattan’s Fulton Street station and billboards in Los Angeles and other major U.S. gateway cities of the airline. Headlines for the ads include action-based phrases such as “Business Is an Adventure. Make it Epic,” and “Business Is an Adventure. Pack for Glory.” The campaign also features a digital element, including banner ads in The New York Times, The Guardian, Slate, The Wall Street Journal and on Flipboard (image) . “This campaign, which builds on our global platform ‘Let it Fly’ takes inspiration from MAY 2015 ISSUE
EMIRATES the excitement and buzz people feel when they are on a business trip and highlights how the Virgin Atlantic experience can enable them to be at their best,” said Simon Bradley, VP Marketing Virgin Atlantic Nor th America. “This campaign is a bit of a depar ture from previous campaigns,” Mr. Bradley said. “It is still targeted at business travelers, but we’re trying to communicate a much bigger thought—the idea of business being an adventure. We attract experience-hungry business travelers, who have a mindset that they want more from their business trip than just a plane ride they have to endure.”
Emirates has gone from Big to Bigger to Biggest on the A380 and is driving that message home by staking its claim on London Heathrow. The airline teamed up with JCDecaux Airpor t to mark its presence at London Heathrow – on the Central Terminal Area Welcome Site – with a 37.2 meter by 3.8 meter illuminated placement , spanning the width of Heathrow’s entrance roundabout and visible from over 500 meters away. It is the first brand message encountered by 100% of vehicular traffic when entering Heathrow from the M4 motorway. The special-build is designed so that the plane’s image flies right off the billboard, and greets passers-by with the strapline: “Your remarkable journey begins here. Experience the Emirates A380.” Alan Sullivan, Managing Director of JCDecaux Airpor t, said: “We
are delighted that Emirates has seized the oppor tunity to ‘own’ Heathrow’s most famous landmark site with a special-build campaign that showcases the unmissable branding potential of this classic out-ofhome location.” The campaign complements the airline’s other long-term locations in the interior and exterior of LHR, including the new Train Transit System which leads passengers towards Terminal 5’s satellite terminals, and the iconic branded A380 plane on the Central Terminal Area roundabout which directs traffic to Terminals 1, 2, and 3. Emirates operates 5 A380s daily at LHR. “Heathrow sees 73 million passengers pass through its doors every year,” said Jonathan Coen, Retail Director at Heathrow. “This site is a perfect spot for Emirates and we’re delighted with the creative.”
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
