Transportation
Air, train, bus, taxi, rideshare services, subway systems, bike shares, car rentals, ferries, etc.
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PROGRAM
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
2001 GOLD
Flat Beds
Most marketers face the challenge of making "me-too" new products seem revolutionary. British Airways faced the exact opposite - making their revolutionary new product seem more than just "me-too". In an environment of overcapacity and falling profits, the battle among international airlines was heating up. Most were responding with new products designed to capture more lucrative business class share. British Airways responded with a revolutionary new business class product- a seat that reclines into a completely flat bed. Although the new product was clearly superior to competitors', breaking through the noise in the category as well as maintaining its perception as a world-class innovative airline proved to be significant challenges.
Brand:
British Airways
Client:
British Airways
Agency:
M&C Saatchi
Language:
English
FINALISTS
Ad Council
It's Up to You
Chevrolet
There's Only One Guy For The Job
Goldfish
Go For The Handful
