First Scottish campaign for CityJet launches
First Scottish campaign for CityJet launches
The first ever advertising campaign to launch in Scotland by CityJet has rolled out across national and regional print which will look to raise awareness of the company’s services out of Edinburgh and Dundee to London.
The campaign has been created by London-based EuroRSCG with a budget of £100,000 and uses the stapling ‘Flying Straight’ which supports the company’s commitment to cutting journey time aimed at business and premium leisure passengers.
Seven Stars Media has handled campaign planning and buying.
Geoffrey O’Byrne White, chief executive of CityJet, explained: “We need to raise awareness amongst Scottish flyers that London City Airport is the only airport actually in London. Not Heathrow, Gatwick, Stansted or Luton – which are all miles away. Low cost airlines may seem cheap but a combination of their hidden charges and the cost and hassle of having to add rail or taxi fares to your flight to get you from door to door means they aren’t always the bargain they might at first appear to be."
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Comments
Why does the Edinburgh copy let us know they fly straight from, erm, Dundee?
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Presumably £99,990 of that budget was spent on the media?
"The Campaign for..." - I can't see any campaign
'Flying straight' I get it. So you can fly straight there, and they 'give it to you straight'. They're honest. See?
The issue they've "created" doesn't stack up. Most regular travellers understand pricing structures and add-ons, and you still have to pay to get from LCY to central London.
Journey times are all fairly similar and the money you save flying to Gatwick or Stanstead makes up for the higher costs of flying to London City anyway.
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With the absence of an engaging line or visual, I don't think anyone will actually notice it and get as far as evaluating the argument. A stunning example of ad camouflage.
I think they're fine. Get the point across and all that
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