Transportation
Air, train, bus, taxi, rideshare services, subway systems, bike shares, car rentals, ferries, etc.
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PROGRAM
1997 GOLD
Change
This successfully reintroduced Continental Airlines and invited frequent flyers to try Continental again. More important, it inspired Continental employees to be the agents of change and deliver excellent service.
Brand:
Continental Airlines
Client:
Continental Airlines, Inc.
Agency:
The Richards Group
Language:
English
1997 SILVER
JFK 2 HKG
This Cathay Pacific Launch faced multiple challenges of introducing a near unknown brand with a limited budget, formidable competitors, and very defined/measurable goals, into the toughest, most consumer jaded and experience market in the world. In seven weeks of and intergrated marketing campaign utilizing a 6-letter/1-number visual icon (JFK 2 HKG), Cathay Pacific sent out a fully-booked, 383-seat 747 to Hong Kong on July 1st, with July August pre-booking sales goals obliterated, and research benchmarks for brand and advertising awareness levels shifted up signinfigantly. Even more amazing, was the music to our ears from the lips of every New Yorker over this seven weeks that ..."You guys are everywhere!"
Brand:
Cathay Pacific Airways
Client:
Cathay Pacific Airways Ltd.
Agency:
McCann-Erickson Los Angeles
Language:
English
1997 BRONZE
Freedom Campaign Test Market
The agency was challenged to demonstrate that national advertising could help make Amtrak operationally self financing vy the end of the century vy attrackting car and plane users back to the train. The "Freedom" campaign was developed to demonstrate to families and seniors the advatages of train travel over cars and planes repectively for major leisure trips. In an advertising upweight test sales rose by 19% over the control regions, 2.7 to 1 payback for the incremental expenditure.
Brand:
Amtrak
Client:
Amtrak
Agency:
DDB Worldwide
Language:
English
FINALISTS
Ad Council
It's Up to You
Chevrolet
There's Only One Guy For The Job
Goldfish
Go For The Handful
