The campaign will focus on the airline’s personality and added value rather than the reach of the network and pricing.
The imagery deploys the airline’s red “swoosh” logo in a variety of ways, for instance as part of Tower Bridge, while the outdoor and press activity includes lines such as “Think of me as Mr Nolan. Not seat 4A” and “How did they know I needed caffeine?”
Cityjet is owned by Air France-KLM and is headquartered at London City Airport. More than 70% of its weekday passengers fly for business reasons.
Chief commercial officer André Cini says that the branding campaign was created with long term benefit in mind, although he hopes to see an uplift in passenger numbers of up to 5%.
He adds that the airline is also ramping up its social media activity as part of the campaign with a focus on Twitter, Facebook and LinkedIn and has recently reshuffled its marketing team to put more resource into social media.
Cini says: “The airline business is crowded so we have to shout that we can go the extra mile for customers.
The outdoor activity will launch in London and Cityjet destinations Dublin, Dundee, Eindhoven and Rotterdam. Print ads will appear in the Times, The Independent, the Irish Times and other publications.
There will be digital advertising, including homepage takeovers of Reuters, The Times, MSN and LinkedIn. The campaign has been developed by Euro RSCG and media planning is being handled by The7Stars.
Cityjet’s main rival at London City Airport is British Airways. The latter is set to unveil its latest brand campaign next week (September 21) and has already released a teaser ad on Youtube. See it here.
Virgin Atlantic has started a campaign targeting its business passengers and promoting its Upper Class offer with the strapline “Upper Class. Your airline’s either got it or it hasn’t.”
To see great creative advertising ideas developed for airlines visit the Pitch website here.