That's not great when the airline is attempting to increase its long-haul business. Awareness of the Aer Lingus brand outside Ireland is low, he admits. (Irish International had held the account for the previous three years.)Īnother recent brand-building exercise – its move to cover two of its aircraft with rugby-themed livery as part of its sponsorship of the Irish rugby team – is about “anchoring the brand in the heart of Ireland”.īut this new ad is not purely about winning Irish customers. The findings prompted the airline to put its creative advertising account out to pitch, with the Dutch-owned KesselsKramer winning out over the shortlisted DDFH&B and London-based Krow Communications. “The brand in Ireland, while very strong, very comfortable, needed modernising and it also needed to appeal to the people who had lapsed and gone to Ryanair.” The original lyrics to Sentimental Journey begin "Gonna take a sentimental journey / Gonna set my heart at ease / Gonna make a sentimental journey / To renew old memories." The problem for Aer Lingus, however, is that for "lapsed customers", the brand conjures up only old memories rather than creating new ones.Ī review of Aer Lingus by strategic brand positioning agency MCCP told Rutter that its image was in need of an update. The ad centres on the idea of an Irish “travel gene”, says Rutter: “It’s meant to pay homage to that, without us getting ahead of ourselves.” The ad has "tested very well" with one of its key targets – Ryanair customers. Instead, it's all done in a vaguely humourous tone. Gone is any 20th century sense of awe at the wonders of air travel. The ad shows "smart travellers" making their own journey from A to B, taking the best routes they can with the assistance of Aer Lingus crew. The Smart Flies Aer Lingus ad, which debuted on Wednesday, is Aer Lingus's biggest brand repositioning for many years and the product of "a journey" on which the airline embarked in 2014, says chief revenue officer Mike Rutter. The new television advertisement for Aer Lingus is somewhat less sentimental, though, than the serene, soft-focused commercials from its past. It features a voiceover from Chris O'Dowd, stars real cabin crew and is soundtracked by a modern recording of the big band classic Sentimental Journey.
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