Air, train, bus, taxi, rideshare services, subway systems, bike shares, car rentals, ferries, etc.
You Have the Right.
Acela vs. the airlines. Our job? To maintain share. No small task considering flying is faster, often less expensive and offers increasingly similar amenities. What 's more, in 2011, the airlines outspent Acela on marketing by 2,275% (not a typo). But fliers were feeling increasingly marginalized, so we gave them a message of empowerment. Our Rights campaign ran in media spaces in and around airports. Awareness climbed 12% and Acela actually stole ridership at double our goal as well as bringing in revenue at 1.5 times our goal.
Agency: Arnold Worldwide
Grab Your Bag. It's On/Bags Fly Free
In 2009 airlines began charging additional fees, most noticeably, bags. Southwest Airlines had a difficult decision to make - to charge or not. Walking away from an estimated $500M in annual revenue, SWA stayed true to its core purpose of giving people the freedom to fly, defied the industry and decided against bag fees. The campaign that followed not only announced this decision, but put competitors on notice for mistreating passengers and in the process galvanized SWA employees. The effort resulted in a market share increase, equaling $800M of incremental revenue.
Brand: Southwest Airlines
Client: Southwest Airlines Company
Early 2009: as the economy plunged, greedy bankers and business chiefs monopolized the news with their fiscal irresponsibility. One particular executive perk became a symbol of excess: the private jet. When corporate America was forced to wean itself off the perks of private jets and First Class travel, America cheered. In this challenging environment, many advertisers were stepping back or proceeding with caution, but as the airline brand known for being 'of the people, for the people and by the people', we knew this was JetBlue's moment to soar.
Brand: JetBlue Airways
Client: JetBlue Airways