Cairns Airport Over in Northern Queensland Australia, Cairns Airport has launched a campaign aimed at persuading locals to fly direct to international destinations. At the moment, over one million passengers a year fly to Brisbane and Sydney, with many then transferring internationally. Sydney in particular is an almost three hour flight in the “wrong” direction. The creative hook is two kids local to the “far north” of Australia - Presley Raso, 6 and Layla Hennessy-Letinic, 7 - asking the question parents hear from kids all the time: “Are we there yet?”
conversation that has likely been played out in the domestic departure terminal many times: “Kids are invariably known for saying exactly what we’re all thinking and often they get right to the heart of the obvious with their straight-forward logic.” In fact, Cairns Airport is directly connected with Singapore, Hong Kong, China, Japan, Indonesia, New Zealand and Papua New Guinea, something Paul McLean says many passengers don’t even realise. It’s a nice campaign, with an easy to under-
In the ad, Presley and Layla ask the ques-
stand message and conveying it through the mouths of young kids really works.
tion because they can’t get their heads around the fact that you have to travel
It’s also a problem many secondary and regional airports worldwide face, a lot of
South to then go North again. Or as Layla asks her Dad - “We have to go two hours
travellers are simply on auto-pilot to fly to an airline’s hub.
this way, to go eight hours that way?” Cairns Airport Chief Commercial Officer – Aviation Paul McLean said Presley and Layla perfectly captured the essence of a 38 |
Airline Marketing Monthly - July 2018
We could also see several ways in which the idea of having to fly two hours South to go eight hours North, could be extended and amplified even further.
