Transportation
Air, train, bus, taxi, rideshare services, subway systems, bike shares, car rentals, ferries, etc.
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PROGRAM
1999 GOLD
Shuttle By Brand Repositioning Campaign
In 1997, Shuttle By United launched a brand repositioning campaign targeting frequent business travelers which focused on the benefits Shuttle offers over the competition; Mileage Plus Rewards, assigned seats, and schedule superiority. The results have been outstanding. Shuttle By United saw an unanticipated 13% increase in revenue yield, 26% increase in awareness, share shift in key markets and returned Shuttle to profitability after years of operating in the red.
Brand:
Shuttle By United
Client:
United Airlines Corporation
Agency:
Fallon McElligott
Language:
English
1999 SILVER
Work Hard. Fly Right.
In order to be successful in the highly competitive New York/New Jersey market, Continental Airlines needed to improve awareness and brand imagery among frequent business travelers. The "Work Hard. Fly Right." campaign reflected a true understanding of the target needs- the basics done right. And it spoke to the audience in a simple, straightforward style that reinforced the strategy. As a result, Continental share growth doubled objectives, awareness increased 27% and receptions of the brand were dramatically improved.
Brand:
Continental Airlines
Client:
Continental Airlines, Inc.
Agency:
N.W. Ayer & Partners
Language:
English
1999 BRONZE
Straight Talk
This campaign introduces a New TWA with straight talk from the people of the airline. It encounters a critical, core audience's negative perceptions of the brand with earnest promises to improve on the basics, and announcements of new aircraft and new products. Its goal was to bring these customers back to the airline, and inspire confidence that improvement would continue. It was effective in increasing business, raising brand perceptions, and motivating employees to deliver on the promises made.
Brand:
Trans World Airlines
Client:
Trans World Airlines
Agency:
D'Arcy Masius Benton & Bowles
Language:
English
FINALISTS
Ad Council
It's Up to You
Chevrolet
There's Only One Guy For The Job
Goldfish
Go For The Handful
