Transportation
Air, train, bus, taxi, rideshare services, subway systems, bike shares, car rentals, ferries, etc.
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2011 GOLD
Grab Your Bag. It's On/Bags Fly Free
In 2009 airlines began charging additional fees, most noticeably, bags. Southwest Airlines had a difficult decision to make - to charge or not. Walking away from an estimated $500M in annual revenue, SWA stayed true to its core purpose of giving people the freedom to fly, defied the industry and decided against bag fees. The campaign that followed not only announced this decision, but put competitors on notice for mistreating passengers and in the process galvanized SWA employees. The effort resulted in a market share increase, equaling $800M of incremental revenue.
Brand:
Southwest Airlines
Client:
Southwest Airlines Company
Agency:
GSD&M
Language:
English
2010 SILVER
Welcome Bigwigs
Early 2009: as the economy plunged, greedy bankers and business chiefs monopolized the news with their fiscal irresponsibility. One particular executive perk became a symbol of excess: the private jet. When corporate America was forced to wean itself off the perks of private jets and First Class travel, America cheered. In this challenging environment, many advertisers were stepping back or proceeding with caution, but as the airline brand known for being 'of the people, for the people and by the people', we knew this was JetBlue's moment to soar.
Brand:
JetBlue Airways
Client:
JetBlue Airways
Agency:
JWT
Language:
English
2010 BRONZE
Travel Options by United
Our challenge was to launch a new program of premium products for United Airlines, while making it abundantly clear that these products were designed to give travelers more control and options, not heap more fees on them. We named the program Travel Options by United, and positioned it as an a la carte menu of options that would, for the first time, allow travelers to customize their travel experience. The campaign generated existing product growth, new product growth and helped increase overall ancillary revenue for the airline.
Brand:
United
Client:
United Airlines Corporation
Agency:
Barrie D'Rozario Murphy
Language:
English
FINALISTS
Ad Council
It's Up to You
Chevrolet
There's Only One Guy For The Job
Goldfish
Go For The Handful
