1. Advertising in Adversity
IAA – Savoy Hotel, London
12th May 2004
Mike Tunnicliffe – Marketing Manager EMEA,
United Airlines
2. The next 15-20 minutes
Crisis? What crisis?
Why advertise in adversity?
United’s approach
Moving forward
3. Crisis? What crisis?
Global economy
Low cost carriers
September 11th 2001
War on Afghanistan & Iraq
SARS
4. Advertising in Adversity
Advertising during a downturn
Consumer perception
The cost of not advertising
A correct approach and message
5.
6. Consumers take a pragmatic
view on travel
“All I hear is wow you’re lucky you travel so much. I see the
airport, I see my colleagues, and they always take me to the
same bloody place in Philadelphia.”
Splitter, London Groups
“Travelling is no longer glamorous. I just need to get
from point A to point B with minimum hassle”.
UK Business Flyer
Source: United Qualitative Groups Feb 2004
7. Campaign Idea
Business flyers take a practical view on travel.
They’re not interested in champagne and
caviar. They just want to get from point A to
point B with minimal fuss.
United understands business travel isn’t
glamorous, but we’re doing our part to make
it as good as it can be.
9. United Reversed 5 Years Of Flat To
Declining Brand Measures
Source: Quaestor Post Wave Debrief July ‘03
May ’03 Feb ‘04 Increase
Business Travellers
Total Spontaneous Brand Awareness 45% 54% 20%
Prompted Ad Awareness 12% 24% 100%
Leisure Travellers
Total Spontaneous Brand Awareness 26% 35% 35%
Prompted Ad Awareness 9% 13% 44%
More Importantly, Brand Consideration Increased 31.7%
10. Accolades
Awarded “Best Pan-European Campaign” at the Meribel
Film Festival in France
7 Travel Advertising Awards at CIMTIG
3 awards at the British Television Advertising Awards
2 awards at UK Midsummer Awards
Marketing & Media International advertising award
11. The Campaign Idea 2004
The
A fertile
importance Seeking out
creative
of face-to- opportunities
idea
face contact
Opportunities don’t just come to you, you have to go out
and get them
12. European Advertising
Recommendation
Opportunities don’t come to you, you have to go and
get them.
…and with 84 weekly flights from Heathrow to 150
U.S. cities we’re the airline to get you there.
13.
14.
15. Conclusions
Massive challenges facing airline industry
This led to a new advertising approach
All evidence indicates this has worked
Airlines understand the challenges they
face in a highly competitive industry
Advertising has and will play a key part in
the business plan to help deliver a strong
future for United Airlines
