It seems London’s biggest advertising agencies have been kept busy in recent months by London-based airlines. In September, three airlines all announced major advertising campaigns, each attempting to tug at the heartstrings of the British and European public.
The now already famous British Airways ‘To Fly, To Serve’ campaign can be seen on billboards just about everywhere in London, on social networks and on television. Its message is one of trust and reassurance, celebrating its very British style. Created by BBH and OglivyOne, this advert with a distinctly British flavour certainly gives Virgin Atlantic’s ‘Your airline’s either got it or it hasn’t’ campaign a run for its money.
Low-cost easyJet was quick to respond to BA’s strapline with something a little cheeky, taking up some spot ads in the press with this creative:
But days later, it too launched a new pan-European advertising campaign. easyJet’s new ‘Europe by easyJet’ campaign, created by VCCP, airs on television from tomorrow and claims to “celebrate the reasons we all travel”. It certainly reflects the more youthful side of the brand, if not a bit too trippy for some audiences. It’s not very memorable either – will you remember this advertisement in ten years?
Lastly, in another pan-European campaign, Irish airline CityJet, which operates European routes out of London City Airport, has launched its ‘Now You’re Flying’ campaign. The airline is perhaps most famous for Gerard Depardieu's recent urination incident on board one of its aircraft. CityJet says its new creative, developed by Euro RSGC, "focuses on emotional selling points of the brand". Really?