Transavia - Empty billboards
empty. In that case, they appear with just a single green sheet (and no text) over them. According to agency Havas Paris, 1000+ billboards typically look like this, meaning they are essentially on vacation, like much of the public. Green also happens to be the colour of LCC Transavia (part of the Air France / KLM group). As a result, in late April, the agency used this insight to turn the empty green ads into free ads for the airline. All this empty ad real estate was co-opted as follows: First of all, Transavia announced on social media that these green billboards were in fact part of the airline’s new ad campaign, using the tagline
8.
this ad is on holiday, not you?
Airline Marketing Monthly | June 2019
During holiday periods in France, a lot of advertising billboards remain unsold and
