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Advertising in AdversityIAA – Savoy Hotel, London
12th May 2004
Mike Tunnicliffe – Marketing Manager EMEA,United Airlines
The next 15-20 minutes
Crisis? What crisis? Why advertise in adversity? United’s approach Moving forward
Crisis? What crisis?
Global economy Low cost carriers September 11th 2001 War on Afghanistan & Iraq SARS
Advertising in Adversity
Advertising during a downturn Consumer perception The cost of not advertising A correct approach and message
Consumers take a pragmaticview on travel
“All I hear is wow you’re lucky you travel so much. I see theairport, I see my colleagues, and they always take me to thesame bloody place in Philadelphia.”
Splitter, London Groups
“Travelling is no longer glamorous. I just need to getfrom point A to point B with minimum hassle”.
UK Business Flyer
Source: United Qualitative Groups Feb 2004
Campaign Idea
Business flyers take a practical view on travel.They’re not interested in champagne and
caviar. They just want to get from point A topoint B with minimal fuss.
United understands business travel isn’tglamorous, but we’re doing our part to make
it as good as it can be.
Video
United Reversed 5 Years Of Flat ToDeclining Brand Measures
May ’03 Feb ‘04 Increase
Business TravellersTotal Spontaneous Brand Awareness 45% 54% 20%Prompted Ad Awareness 12% 24% 100%
Leisure TravellersTotal Spontaneous Brand Awareness 26% 35% 35%Prompted Ad Awareness 9% 13% 44%
More Importantly, Brand Consideration Increased 31.7%
Source: Quaestor Post Wave Debrief July ‘03
Awarded “Best Pan-European Campaign” at the MeribelFilm Festival in France
7 Travel Advertising Awards at CIMTIG
3 awards at the British Television Advertising Awards
2 awards at UK Midsummer Awards
Marketing & Media International advertising award
Accolades
The Campaign Idea 2004
Theimportanceof face-to-
face contact
Seeking outopportunities
A fertilecreative
idea
Opportunities don’t just come to you, you have to go outand get them
European AdvertisingRecommendation
Opportunities don’t come to you, you have to go andget them.
…and with 84 weekly flights from Heathrow to 150U.S. cities we’re the airline to get you there.
Conclusions
Massive challenges facing airline industry This led to a new advertising approach All evidence indicates this has worked Airlines understand the challenges they
face in a highly competitive industry Advertising has and will play a key part in
the business plan to help deliver a strongfuture for United Airlines
Thank you
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