On Monday 19th September 2011, CityJet will launch a new £1 million pan-European multi-platform brand-building above-the-line marketing campaign that includes outdoor, print, broadcast and online creative executions. The five-week campaign will focus primarily on the London region but will also run across Ireland (Dublin), Scotland (Edinburgh and Dundee) and the Benelux countries.
The new campaign is the most high-profile undertaken by CityJet since it re-launched as a brand in 2009 following its takeover of VLM. The creative moves away from concentrating on network, price and convenience to emphasise the airline’s personality and premium but friendly customer service. In addition, the creative highlights the airline’s position as the largest carrier from London’s most central airport – London City Airport.
The campaign launches with outdoor executions appearing on 96-sheet mega-billboards around high traffic areas in the City of London, as well as billboards, 48-sheets, Metropoles and Europoles in Dublin, Dundee, Eindhoven and Rotterdam.
The digital above-the-line campaign features a mix of banners, pop ups, screensavers and homepage takeovers will appear on sites such as Reuters, The Times, Skyscanner, MSN, NRC and LinkedIn.
At the end of October, a two-week TV campaign on TV3 in Ireland will kick off with 35 x 30 second spots with an expected audience reach of 400,000.
Christine Ourmières, Chief Executive of CityJet, said: “Over the past 12 months CityJet has secured its future as the premier carrier out of London City Airport, serving key business destinations throughout the week and high-end leisure destinations at weekends. The majority of our customers are frequent flyers, who are loyal to us because they appreciate the added value services we can offer them as a small, niche carrier. The new campaign is designed to reflect our understanding of their expectations.”
Christine Ourmières, Chief Executive of CityJet
The new creative look and feel is brought together under the umbrella of the airline’s new strapline: CityJet. Now You’re Flying. The bold statement emphasises the airline’s commitment to exceptional service at every touch point with the customer.
André Cini, Chief Commercial Officer, CityJet, added: “By choosing to fly with us, our customers aren’t just choosing to get from A to B, they are choosing to travel properly, with an airline that knows how it’s done well and, more importantly, is ready to go the extra mile to make their journey a good one. Many of our customers are regular commuters and it’s important to them that their journey is made as personal and as pleasant as possible. For them, flying CityJet is an emotional choice, not just a practical one, and the creative heart of the campaign is designed to echo that sentiment.”
There are 20 different executions for the new campaign, which uses the airline’s brand colours – navy, red and taupe. All are bound together by the creative use of the airline’s distinctive red ‘swoosh’ that is evident in the CityJet logo. The swoosh appears in a variety of different guises, each designed to profile a unique facet of the company’s personality or service.
“For example, the swoosh appears as a golf bag to promote CityJet’s free carriage of golf clubs together with the slogan ‘The best caddy I ever had’; as a slice of lemon on a glass to highlight the personal onboard service with the slogan ‘I love it when they remember my favourite tipple’; as part of London’s Tower Bridge to profile the central location of London City Airport with the slogan ‘Direct to the heart of London’; as the sails on a windmill with the slogan ‘I’m a big fan of the Amsterdam service’ and more.
The new creative was developed by Euro RSCG, which has retained the CityJet account since its rebrand in 2009. André Cini also said: “Our brief to Euro RSCG was to create a campaign and a brand personality that would resonate with a time poor, discerning, urban audience. We wanted them to develop a creative feel that was short and snappy and that not only communicated CityJet’s services and routes, but also illustrated the airline’s unique capability to make their customers feel like individuals, not passengers. By using the brand colours and honing in on the swoosh they’ve developed a distinct and stand-out creative look and feel in a very crowded market.”
The new look above-the-line campaign will also follow through to CityJet’s social media streams on Twitter, Facebook, LinkedIn and YouTube and will be supported with a Facebook photo competition.