advertising in adversity 1
TRANSCRIPT
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Advertising in AdversityIAA – Savoy Hotel, London
12th May 2004
Mike Tunnicliffe – Marketing Manager EMEA,United Airlines
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The next 15-20 minutes
Crisis? What crisis? Why advertise in adversity? United’s approach Moving forward
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Crisis? What crisis?
Global economy Low cost carriers September 11th 2001 War on Afghanistan & Iraq SARS
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Advertising in Adversity
Advertising during a downturn Consumer perception The cost of not advertising A correct approach and message
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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
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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.
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Video
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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
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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
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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
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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.
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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
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Thank you