Cityjet Unveils Advertising Campaign
CityJet has unveiled plans for its first ever advertising campaign - concentrated in the London area featuring a mix of digital outdoor, transport, print media and online executions beginning on 7 September 2009.
CityJet has taken on Euro RSCG as its European-wide advertising agency, and Seven Stars media to deliver its first marketing push and recently appointed PR agency Consolidated PR.
The airline is a wholly owned subsidiary of Air France KLM based at London City Airport. In May 2009, Air France KLM merged CityJet and its sister subsidiary VLM under one brand name - CityJet - creating the largest airline at London City Airport with 50% of the landing slots.
Targeting business and premium leisure passengers. CityJet offers a choice of over 500 flights a week to 13 major European and UK business centres* from London City Airport from £69 one way including all taxes and charges.
Says Geoffrey O'Byrne White, CEO, CityJet, 'For most business flyers time is money and the size of our operations out of London's only truly local airport, coupled with the strength of our network means CityJet offers Londoners the most logical time and cost saving option for business travel.'
For CityJet's first advertising campaign Euro RSCG has made a virtue of the time savings which can be enjoyed by flying out of London City Airport compared to Heathrow Airport. City Airport only requires a 15 minute check-in time - the shortest of any UK airport and substantially quicker than the check-in time required at Heathrow.
Says Colin Lewis, Head of Marketing, CityJet, 'In effect we need to raise awareness of two brands - CityJet and London City Airport. Our network is impressive and we want people to consider CityJet as their number one choice. City Airport is incredibly close in proximity to the West End and the City. The creative shows a direct comparison with travel and check-in times to Heathrow to clearly show the benefits of flying with us from City Airport.'
The creative concept of 'London is our Lounge' leads the campaign which will appear across selected gateways in London with easy access to City Airport. There are two distinct bursts - the first brand building, the second a tactical price focused direct call to action.
The campaign kicks off on 7 September and includes an advertising first - live CityJet flight departures will be advertised on the Reuters News ticker in Canary Wharf.
A heavyweight outdoor campaign features digital 96 and 48 sheet executions showing London landmarks such as the South Bank, Regents Park and Liverpool Street complete with departure lounge chairs and a CityJet departure board using the strap line 'London is our Lounge'.
Supporting this is an Underground campaign featuring a mix of back lit and printed 48 and 16 sheet executions with a creative featuring the iconic Eastenders style map of London and specific journey times from tube door to plane door pitting City Airport against Heathrow with the sign off line 'Fly CityJet to city'.
An 8-week taxi mega side campaign across 125 black cabs again features the same map of London, showing the City Airport locator pin with the strap line 'The quickest way out of London' together with the CityJet sign off.
From 21 September a tactical two-week print media campaign will appear across national broadsheets and London specific media This is supported by a heavyweight four week online campaign which will appear across online news sites including guardian online,Times online, telegraph.co.uk and ft.com as well as on business networking site LinkedIn