Transportation
Air, train, bus, taxi, rideshare services, subway systems, bike shares, car rentals, ferries, etc.
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PROGRAM
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
2005 SILVER
go jet set, go!
The go jet set, go campaign was developed to introduce and create buzz to Virgin Atlantic's new premium product, the Upper Class Suite. We were faced with low overall awareness and a new product that only leveled the playing field with Virgin's biggest competitors. We recognized that Virgin had a opportunity to restore some of flying's former glory by defining and owning a unique on board experience. Since the launch of the campaign in March, the results have been outstanding. Virgin's Upper Class bookings, revenue, and sales are significantly up from last year.
Brand:
Virgin Atlantic
Client:
Virgin Atlantic Airways
Agency:
CP+B
Language:
English
2004 GOLD
Go. There's nothing stopping you
As discount airline AirTran geared up to battle Delta for its lucrative Atlanta -- Los Angeles route, JetBlue showed up. And Delta dropped its prices. So instead of one full-fare carrier, their were two low-priced competitors. And AirTran with the minimal launch budget that their operational model demanded. A real challenge. With the belief that -- if we fly them out to LA, we'll fly them back -- AirTran was able to avoid fragmenting its funds in the expensive LA media market and to concentrate instead on travelers originating in Atlanta and feeder markets. Coupled with creative that spoke to an entrepreneurial business audience, this effort allowed AirTran to fly planes with loads well above break-even from day one.
Brand:
AirTran Airways
Client:
AirTran Airline
Agency:
Cramer-Krasselt
Language:
English
FINALISTS
Ad Council
It's Up to You
Chevrolet
There's Only One Guy For The Job
Goldfish
Go For The Handful
