Jill Cruz of Publicis shares her #commercemedia expertise on the value of #travelermedia already working for endemic and non-endemic brands on Beet.TV https://lnkd.in/gQaBr7F2
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South African Tourism is running a captivating cinema campaign preparing for Easter. Executed by us. This is how to get more visibility for sales and engagement as a peak period approaches. Plan ahead so you hit your target. #brands #branding #sales #profit #target #cinemaadvertising #activation #growth #strategy #marketingcampaigns #brandcampaigns #launch #travel #screens #digitalmarketing #newmedia
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Whether advertising that wins at the Cannes Lions International Festival of Creativity is truly great Brand-building has always been a big debate. What’s our conclusion at The Brand Execs on this British Airways campaign? Clearly they have found a way to talk about their proposition of world wide travel in an insightful, emotional way, that shows a deep consumer understanding - why we travel, why we don’t, the excuses we make to put it off for another time. The execution is also excellent in its simplicity and we love the targetted location links, one of the magic twists outdoor can add to a communication plan. But despite the unquestionable insight & creativity, we would not class this as a great Brand-building campaign. If an agency presented this idea to us, we would ask them to go further. As it stands, it sells consumers on flying - it doesn’t sufficiently sell them on flying with BA. We would ask the creative team how they can make this campaign uniquely & ownably British Airways, something that could not be done by another airline brand? How can they go beyond category-building and make it truly Brand-building? And in our experience, a great creative team will take that question away and come back with something truly brilliant that doesn’t just win Cannes, it wins business. The link to the BA campaign video is in comments. If you would like Brand-building training or support of any kind, get in touch with us at [email protected] #thebrandexecs #brands #brandconsulting #brandequity #brandbuilding #brandbuilders #marketing #consulting #training #workshops #cannes #canneslions #britishairways Heike Linnemann Sirma Umur Mat Shore Stephen Squire Gill Whitty-Collins
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The Turkish Airlines ad is an example of why I believe in the potential of advertising in shaping culture. It’s underwhelming when showcasing the visual branding becomes more important to the communication than the brand story. And underserving a good story is just bad business. #brandstory and #brandidentity aren’t exclusive. They shouldn’t be.
Communications strategy consultant. Connect with me for corporate workshops on personal branding. Ex-Ogilvy, ex-Flipkart, ex-Edelman. No paid posts - my words are not for sale.
The new ad film to showcase Air India's new branding, made by McCann Worldgroup, uses a standard trope in airline advertising: children's point of view! As soon as the ad started playing and the little girl started seeing things through the magical 'talisman' (in a shape that looks like a plane window, and also has elements of the design element above the new logo), I recalled 2 other outstanding airline ads that use the children's perspective - Turkish Airlines' 2014 ad by Lowe Istanbul, and Aerolíneas Argentinas' 2004 ad by JWT (these ads play below, after the Air India ad). Where the Turkish Airlines and Aerolíneas Argentinas ads worked better is that they had stories with a solid, heartfelt closure: - In the Turkish Airlines ad, the motley group of children in the village builds a ramshackle runway that gets a nod from a Turkish Airlines plane, much to the children's—and our/viewers'—delight! - In the Aerolíneas Argentinas ad, airline officials take Matias' imaginative perspective very seriously and make him 'release' the plane the way he had 'captured' it! In the Air India ad, the use of the child's perspective and elements of magical realism (seeing other places through the talisman that acts as a portal) are woven imaginatively. When the girl sees an empty field outside her bus window through the talisman, she sees a field of beautiful flowers, an empty flag pole shows her another country's flag, a school cricket match shows her a professional match being played, and bubbles turn in air balloons! But when she drops the talisman to the ground, the ad drops its narrative chops too! The talisman hurriedly grows into a giant structure... cue the Air India logo! The Turkish and Argentina ads included the actual plane/airline officials to render the closure by believing the children's fantastic imagination and doing something about it, however minimal. That is the specific element that elevated those narratives, something that Air India's ad lacks even though it starts on a great note. (3 ads play back-to-back, below - Air India, Turkish Airlines, and Aerolíneas Argentinas, in that order) #advertising #marketing #airlines #creativity #children #magicalrealism
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Day 4 at the 71st Cannes Lions International Festival of Creativity concluded with the prestigious Cannes Lions being awarded for the Brand Experience & Activation, Creative Business Transformation, Creative Commerce, Creative Effectiveness, Creative Strategy Innovation, and the newly introduced Luxury and Lifestyle Lions. The night also saw the Regional Network of the Year Awards announced. Here's a list of winners Regional Network of the Year - Asia : Ogilvy Regional Network of the Year - Europe : Publicis Worldwide Regional Network of the Year - MENA : BBDO Worldwide Regional Network of the Year - Latin America : DDB Worldwide Regional Network of the Year - North America : FCB Global Regional Network of the Year - Pacific : BBDO Worldwide Regional Network of the Year - Sub-Saharan Africa : TBWA\Worldwide Weber Shandwick Chicago | Pop-Tarts | Loewe Madrid | Klick Health Toronto | KVI Brave Fund Inc. | Rethink Toronto | Kraft Heinz | Dentsu Creative Amsterdam | KPN | LePub | Amsterdam | Philips | Publicis Conseil Paris | Renault Group Congratulations to the winners! #Creativity #CannesLions #Advertising #Winners #Adtechtoday
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Arnaud Verchere, Tonic International's Chief Executive Officer, recently appeared on the business breakfast show for the Super Bowl post-game analysis on Dubai One, sharing intriguing insights. During the interview, he discussed the impact of the so-called Taylor Swift effect and big-budget buzz on advertising costs. Arnaud also highlighted the staggering increase in ad costs, with prices reaching a record-breaking $6-7 million for a mere 30 seconds of airtime. However, he emphasized that advertising success is not solely determined by the amount of money spent, but rather by the ability to tell a captivating story and effectively connect with the brand's message. In addition, Arnaud emphasized the importance of authenticity and relevance when using celebrities in advertisements. He stressed that celebrities should be more than just a pretty face and should play an integral role in the storytelling process. Arnaud also discussed the booming advertising industry in the Middle East, noting the rapid growth and the increasing use of data-driven strategies to target specific audiences and create more impactful advertisements. Tonic International, as a leading agency in the region, is well-equipped to help brands navigate this changing landscape. With our expertise in crafting creative campaigns, we can assist brands in achieving their marketing goals and standing out in the fast-paced world of Middle East advertising. #superbowl #advertising #marketing #dubai #dubaione
Touchdown for Creativity! Decoding the Super Bowl Ad Blitz with Tonic International
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Accelerating Creative Excellence: Brands & Founders - Paid Advertising, Digital PR, & Creative Content Creation
An experiential dream job 🏂 It's pretty artic here, but if you're heading to the slopes take a note out of Loro Piana's books and combine with a work trip to die for (these days I'm more of an Après-ski girl myself). 🛍 This glorious Zermatt pop up is in situ until the 15th March. 👉 Experiential Activity Should always be ambitious, seasonal and relevant to your customer's lifestyle, in order to achieve real results and global news features. #loropiana #ski #skiseason #experientialmarketing #experiental #PR #socialmediacontentcreation #strategicmarketing #luxury #luxurygoods #travelandtourism #travelindustry
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I recently bumped into this inspiring Advertising Case study from KLM Airline that I enjoyed watching. This 1min 39sec video tells the story of KLM's successful campaign to raise awareness in Germany, where 46% of the population didn't know what KLM was. An incredibly creative full integration of Radio, OOH and Experiential. Here are the key takeaways that I found very inspiring: 🛩 How they thought outside the box. KLM's campaign was unique and unexpected, which helped it to stand out from the competition. 🛩 How they used humour and surprise to grab attention. The campaign used humor and surprise to grab people's attention and make them more likely to remember KLM. 🛩 Their focus on the customer experience. KLM's campaign focused on creating a positive customer experience, which I am sure helped to build trust and loyalty. 🛩 Clarity and consistent in your messaging. KLM's messaging was clear and consistent, which helped to ensure that people understood what the brand stood for. This campaign is a great example of how to overcome brand awareness challenges and connect with your target audience in a meaningful way. I would also recommend checking out the video itself, as it is well worth watching. #KLM #ddb #TribalAmsterdam #marketing #Advertising #CaseStudy
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Who is your target audience as a high end brand? Should they be big spenders? Should they be influential to others? Should they actively be on the look out for quality brands they can develop a relationship with? Guess where you can connect with people exactly like that AND have their full attention? #inflightadvertising #transumers #valuableaudience #highendconsumers #aviation #travel
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Did you know? Airports are economic powerhouses with a significant impact on their surrounding areas. At RG Media, we understand the link between airport economic activity and advertising effectiveness. As airports thrive, so does the local economy, attracting a diverse range of travelers and businesses, and presenting a unique opportunity for brands to connect with a global audience. Whether it's showcasing your message to business travelers on the go or engaging with tourists exploring new destinations, RG Media helps you leverage the economic vitality around airports to enhance your advertising reach. With strategic insights and innovative advertising solutions, we ensure your brand stands out amidst the bustling airport environment. Let's collaborate to harness the economic potential of airports and elevate your advertising strategy!
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Sensational Seasonal Marketing \\ British Airways A little tweak with some clever creative. BA's new logo displayed across their socials is a small, but effective, way to display a bit of festive spirit. Still recognisable and still unmistakably British Airways, is this an example you would follow? #JTSocial #SocialMediaMarketing #socialmedia #christmasmarketing #itsbeginning #marketing #digitialmarketing #logodesign
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