Transportation
Air, train, bus, taxi, rideshare services, subway systems, bike shares, car rentals, ferries, etc.
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PROGRAM
1998 GOLD
Rising
Entering 1997, the challenge facing United airlines was incredible: they were a brand in an industry reviled and distrusted by their most frequent customers; they were seen as a commodity player in a cluttered marketplace; they were targeting the same audience as their competitors but realizing less success. Their goal to become the most preferred airline was a lofty one and to attain it they developed a three-prong strategy of attack: acknowledge the importance of those who are best customers; empathize with their plight; and prove a willingness to act on their needs. After only two months of practicing this strategy via marketing communications, the brand has witnessed success by beginning to connect on a meaningful level with their customers, setting itself apart from the competition and increasing intent to purchase while at the same time, its primary competitors saw their brand preference measures decline.
Brand:
United
Client:
United Airlines Corporation
Agency:
Fallon McElligott
Language:
English
1998 SILVER
New York Buzz Campaign
Continental Airlines needed to shift perceptions of New York City travelers to convince them that Newark International Airport is a valid alternative to LaGuardia and JFK and that Continental is a "legitimate" airline providing competitive service and scope. N.W. Ayer developed the New York "Buzz" campaign which delivered the message in a real "New York" voice and was placed within the walking landscape of targeted Manhattan neighborhoods.
Brand:
Continental Airlines
Client:
Continental Airlines, Inc.
Agency:
N.W. Ayer & Partners
Language:
English
1998 BRONZE
Point of View
Faced with the threat of a merger of its two fiercest competitors and the prospect of being relegated to a second tier status in the industry, Norfolk Southern launched an aggressive campaign to influence Conrail shareholder opinion and position Norfolk Southern as the railroad for balanced competition.
Brand:
Norfolk Southern Corporation
Client:
Norfolk Southern Corporation
Agency:
JWT Atlanta
Language:
English
FINALISTS
Ad Council
It's Up to You
Chevrolet
There's Only One Guy For The Job
Goldfish
Go For The Handful
