With an objective to drive brand consideration amongst Business Flyers in London, American Airline’s launched their biggest ever Out-of-Home campaign to raise awareness of their fully lie-flat beds in First and Business Class on up to 17 daily non-stop flights between London and New York.
The brand was omnipresent in London during the month of April as it appeared across the London Underground and Rail networks, premium large-format roadside sites, Wi-Fi enabled taxis, Heathrow Airport, Heathrow Express, Canary Wharf and ECNlive, the digital network that reaches executives in the corporate environment.
The premium, business commuter focused Out-of-Home activity worked alongside Press and Digital and was planned & booked by UM Manchester.
Out-of-Home was the top performing media channel for ad recall and brand association.
41% of AB Business Travellers in London recalled seeing the campaign, recall figures grew further still amongst these respondents if they’d travelled to North America for business in the last 18 months (51%) or if they travelled for business at least once a month (60%).
Those who recalled the OOH campaign were 59% more likely than pre-campaign levels to spontaneously recall the American Airlines brand, leading to increased favourability (+38%), consideration (+23%) and recommendation (+48%).
Those who were exposed to the OOH campaign also demonstrated increased levels of association towards American Airlines and their key brand metrics, particularly those attributes that featured as part of the campaign: comfort (+118%), exciting (+100%) and good value (+74%).
Of its competitors, American Airlines saw the biggest increases in both top-of-mind brand and advertising awareness despite no TV activity and spending significantly less than these rival airlines – suggesting OOH and the channels used were an efficient and effective way of targeting the AB Business Traveller.
Another successful Rewarding Connection using Out-of-Home. For more information, please contact our Marketing Director, Paul.Sambrook@rapportww.com