Case Study: Campaign Development
Taking glamour to the skies with a leading airline
The issue
Mass consolidation in the aviation industry had left our client facing a new breed of global competitor. Our airline client wanted to return to core brand values and to resurrect the fun, comfort and glamour of flying.
What we did
We evaluated a ‘James Bond’-style campaign from ideation to pre-testing across TV, press, poster and digital channels. Our insight study showed the campaign transcended geographical boundaries, communicated the desired experience and provided compelling reasons to consider Virgin ahead of the competition.
Results
Global market share increased by more than 5%
The campaign helped our client fill more seats year on year, and the airline has grown its share of passengers across all routes. Estimated payback outstripped media investment by more than five times, and global market share increased by more than 5%.
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