Transportation
Air, train, bus, taxi, rideshare services, subway systems, bike shares, car rentals, ferries, etc.
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PROGRAM
2004 SILVER
Hate Lines?
Business travel hit ten year lows and growing numbers defected to low cost competitors like Jet Blue and AirTran. Major airlines were left to battle for the few remaining premium ticket, business fliers. Increasing heightened security wreaked havoc on airport wait times, most notably at Delta's critical New York hub. In many situations, airport wait times exceeded flight times. Delta. the leader is short haul flights, took the brunt of this reality and their treasured New York revenue share crumbled. The single leading frustrating for the frequent business traveler in New York is wasting time waiting in line. The "Hate Lines?" campaign uses straight talking, provocative ways to allegorize how Delta's technologies can lead to a hassle free airport experience. "Hate Lines?" sparked a 1.3% increase in revenue share and a dramatic increase in preference for Delta.
Brand:
Delta
Client:
Delta Air Lines
Agency:
Leo Burnett USA
Language:
English
2003 BRONZE
Better Kind of Airline
2002 represented an opportunity for a new voice in the airline industry. The goal for JetBlue Airways was to outperform the big guys by positioning themselves as a departure from the old way of doing business -- backed up by all our amenities. And, most importantly for out Brand voice, inject it with humanity and a bit of humor.
Brand:
JetBlue Airways
Client:
JetBlue Airways
Agency:
The Ad Store, Inc.
Language:
English
2002 GOLD
Clearing the Way
Faced with poor perceptions among lucrative business travelers and steadily declining economy, Northwest Airlines had a formidable challenge of recapturing their disenchanted customer base. Leveraging the knowledge that business travelers covet an airline that recognized their busy lifestyle and need for convenience, NWA created the "Clearing the Way" campaign. the results were wildly successful. negative brand perceptions were reversed, and usage of key services shattered all goals, reestablishing NWA as a dominant player.
Brand:
Northwest Airlines
Client:
Northwest Airlines, Inc.
Agency:
Carmichael Lynch
Language:
English
FINALISTS
Ad Council
It's Up to You
Chevrolet
There's Only One Guy For The Job
Goldfish
Go For The Handful
