Transportation
Air, train, bus, taxi, rideshare services, subway systems, bike shares, car rentals, ferries, etc.
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PROGRAM
2006 SILVER
Go With Those Who Know
Travel to London became more challenging as consumers started using online aggregators to hunt for cheap international airfares. British Airways had a large task competing with American carriers on price. Based on research that revealed the target yearned for authenticity and cultural experiences, the campaign conveyed that the airline would bring a sense of added value to the entire holiday experience. Results met sales goals through September: Hits on BA.com were at record levels, and there was significant volume of use for BA.com content and value-added services. Credibility and ownability scores led all competitors.
Brand:
British Airways
Client:
British Airways
Agency:
M&C Saatchi New York
Language:
English
2006 BRONZE
We know why you fly
This campaign demonstrated that American Airlines has a genuine understanding of the frequent flyer. While much of the industry defined itself in terms of price, this campaign connected emotionally with the airline's most valuable customers. It bolstered brand loyalty, increased revenues and set a positive course for the brand's future.
Brand:
American Airlines
Client:
American Airlines
Agency:
TM Advertising
Language:
English
2005 GOLD
It's Time to Fly
United overcame the fiercely competitive dynamics of the airline market (and the competitive handicap of Chapter 11) to turn its business around. While others zigged into commoditized talk of features and benefits, United identified the target key to its profitability and focused single-mindedly on making an emotional, brand-based connection with them. And though United is not out of the woods yet, the results give it strong hope for the future.
Brand:
United
Client:
United Airlines Corporation
Agency:
Fallon Worldwide
Language:
English
FINALISTS
Ad Council
It's Up to You
Chevrolet
There's Only One Guy For The Job
Goldfish
Go For The Handful
