benchmark report
airline marketing
eurowings and tom selleck EUROWINGS Who says low-cost carriers don’t have the big budgets to attract big name stars? In a play on other celebrity-led airline marketing campaigns, Lufthansa subsidiary Eurowings contracted Tom Selleck as the star of its newest ad campaign. The theme of the campaign is how everything is “big” at Eurowings, but through it the airline pushes the message of the big things passengers care about: big service, big savings, big smiles. The spot relies on a number of visual gags, with big close up takes of aircraft, a symphony orchestra playing on the tarmac and aircraft stairs, and an oversized “big” pepper-mill being used on-board. The voice over in turn gives a tongue in cheek commentary of how a big new airline like Eurowings should advertise: “As a new major airline we ought to advertise big-time, with great shoots of great airplanes accompanied by great music. Along with that, our flight crew, in slow motion. Yes, FEB 2016 ISSUE
that will make an impression! And on board: service, smiles, tomato juice, and a movie star like Tom Selleck,who--of course--flies with us exclusively.” Former Magnum PI Star Tom Selleck then gives the big thumbs-up to the new Eurowings--having his champagne served from a ‘Magnum’ bottle, naturally. Eurowings’ Head of Marketing, Sandra Schieck, explained the impor tance of satire for this campaign (link in German ) “The campaign’s goal is to..build an image to differentiate ourselves from the competition, and to connect with the relevant demographic. The story focuses on our product--set in an new, likeable and fun way. “Eurowings is different from other lowcost airlines. Our adver tising should be as different as our product. [With this ad] our brand is positioned as innovative and charmingly cheeky. This is reflected in the tone.”.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
