Aer Lingus has repositioned itself in the fiercely competitive airline industry to compete with low cost airlines. As a result Aer Lingus is to run a new ad campaign through its retained agency VCCP Blue, part of the VCCP Group. The campaign is part of the company’s £2 million annual spend.
The new press, poster and radio campaign continues Aer Lingus’ new approach, devised by VCCP, which includes the strap line ‘ take a fresh look’, encouraging passengers to reconsider their air travel options to Ireland.
The creative execution is succinct and clean; the price of a one-way ticket to Ireland is depicted using the instantly recognisable green shamrock – also brand’s tail fin symbol -that is indelibly linked to the country, supported by a series of other low-cost fares to specific city destinations.
Aer Lingus has a key site at Heathrow which it is using to promote its new Belfast route and the new competitive prices dominate the regional and national press campaign. This press campaign is again supported by regional radio ads which have been created in conjunction with Tourism Ireland to promote specific destinations with the price leading the message.
Kathy Maxwell, Account Director at VCCP said: “As Ireland’s ex-national carrier Aer Lingus is susceptible to price misconception amongst air passengers. It now competes very favorably with other carriers to the emerald Isle and this campaign aims to encourage people to consider Aer Lingus when they are booking flights to Ireland.”
Charmaine Duffy, European Marketing Manager for Aer Lingus said: “We are a respected carrier, renown for our service; now we are looking to promote our prices which are as low as any other carrier. We believe that the combination of the two offer the passenger the best possible benefits.”
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For further information contact: Kathy Maxwell at VCCP Blue on 020 7592 7595.
