benchmark report
airline marketing
the way brazil connects with the world AVIANCA/STAR ALLIANCE This July, Avianca Brasil joined the Star Alliance. To promote the extended network, Star Alliance and Avianca launched a special marketing campaign, built around the slogan “The Way Brazil Connects With The World.”
The result is a beautiful global city modelled with that Brazilian twist.”
The creative of the campaign consists of a visual metaphor of the Brazilian flag, formed by a 3D model of iconic landmarks around the world, representing the many cities which Star Alliance membership now opens up to Avianca Brazil’s travellers.
The concept was originally intended only for use on press and online ads, but was so well received by Brazilians that Avianca’s ad agency was asked to adapt it for fur ther channels, including poster sites, cinema ads, in-flight enter tainment and TV. The Star Alliance posted a 30-second ad of the 3D model on its YouTube channel which had more than 130,000 views at the time of this repor t.
Says Atomic, the ad agency behind the campaign, “What better way to visualise this than bringing all of the world’s iconic buildings to Brazil. We did this is by creating a three dimensional version of the Brazilian flag with Brazilian architecture in the centre, South American in the outside centre, and the rest of the worlds filling the periphery.
Mark Davies, Star Alliance’s director of loyalty and marketing, said of the campaign: “We’re very excited to celebrate the joining of Avianca in Brazil with such an emotional, visually stunning and multi-channel Brazilian-flavoured alliance campaign that has been jointly created closely with our new member carrier.”
SEPT 2015 ISSUE
10
EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
