Ad Deconstruction

AerLingus – Enjoy your Flight

Conor Quinn

Laureen Morrissette

Eimear Murphy

David Fox

Niamh Downey

Emer Keenan

Aer Lingus - Enjoy Your Flight

• Frame Work• Get-To-By• Objectives• Strategy and Tactics• Maslow’s Hierarchy• Insight• Targeting• Mission Statement• Effectiveness• Theme Song

Agenda

Get

To

By

Get – To – By:

Airline Customers

Switch Airlines

Indirectly Comparing Brand with Rivals

Involvement Advertising

Ad

Interest

Self Reference

Imaging Events

Brand Commitments

Sales

Aer Lingus Objectives• To launch new campaign emphasising

brand as a high-quality, low fares airline

Aer Lingu

s

Ryanair

Price

QualityAer

Lingus

Aer Lingus Objectives continued…

• To persuade low-cost airline customers to choose Aer Lingus

• To integrate brand associations into the marketing mix

Strategy and Tactics

• Show that the low-fares airline experience can be an enjoyable one– Tactics: The music and imagery in the

ad conveys a sense of comfort, relaxation, warmth and friendliness

Strategy and Tactics continued…

• Indirectly comparing the Aer Lingus brand to that of their nearest rivals – Tactics: Use of audio quotes

• Airports that aren't miles from anywhere• A seat with your name so there’s no

scramble for the plane• Self service check in so you won’t have to

queue at the airport• And above all, a low fares airline you know

will look after you

Strategy and Tactics continued…

• Exaggerate the negative aspects of rival low fare airlines:– Tactics: Self-referencing shots of

unhappy situations

Strategy and Tactics continued…

• Accentuate the positive features of the Aer Lingus flying experience– Tactics: Use of a number of different

characters who are stress free and happy

Strategy and Tactics continued…

Best example of the positive aspects of Aer Lingus being accentuated

• Raise awareness of brand associations, i.e. the red dot for Aerlingus.com– Tactics: Use a number of different

scenes to integrate the red colour into the Aer Lingus Brand

Strategy and Tactics continued…

Strategy and Tactics continued…

• Not mentioning the name of the airline until the end of the ad to keep people intrigued– Tactics: Use a number of subliminal

techniques to associate the ad with Ireland

Maslow’s Human Needs

Air Travel Consumers will want to feel safe, and the ad gives a family feel to the airline in that they will look after you in the way you want

InsightsInsights

Worry about your

holiday, Not your

flightInsight

Not just an airbus

Value Compariso

n

Cultural Aspects

• Who paid for the ad: Aer Lingus

• Who is the audience: Airline Customers

• Characters: Young Couple, Family, Business Man, Leisure Holiday Maker

Targeting

Aer Lingus Mission Statement

• “Aer Lingus is committed to providing a safe, reliable and quality service to our customers that is underpinned by a policy of low fares sustained by a low cost base. We believe it is consistent to maintain a low cost base, provide a quality service”

Effectiveness Global online bookings up from 22% of ticket

sales to 80 %

75% reduction in distribution costs – as a result of the Ad

Not particularly high-cost as TV advertisements go.

5.6% increase in sales in 2008 from 1.284 mill to 1.357mill

Bookings were up and 95% were online

Suggested Theme Song

Aer Lingus Promotional Song