The Irish state airline Aer Lingus is broadening its ’personality’
campaign to convince more business travellers that they can save time by
flying with the company.
The campaign, created by Abbott Mead Vickers BBDO, continues its
award-winning use of Irish-born celebrities but will be seen for the
first time at poster sites in cities from where Aer Lingus runs
Each ad uses humour to illustrate how much extra time business
passengers can save either because of Aer Lingus’ good time-keeping
record or its fast-track security service.
This service allows premium Aer Lingus travellers to go through special
fast-track security channels at airports, thus avoiding the queues at
busy airports such as Heathrow.
One of the two new executions features the Manchester United footballer
Roy Keane. Keane, who is renowned for his late tackles, is shown
alongside the tongue-in-cheek line: ’Late ... me ... never.’
A second concentrates on the airline’s fast-track security service and
shows a picture of the gay music star Boy George alongside the words:
’Be the first to come out.’
With the advent of no-frills airlines such as Ryan Air, Aer Lingus has
increasingly targeted the business rather than leisure traveller, thus
emphasising its general benefits rather than price. One of these is that
Aer Lingus has consistently beat rivals on the same route for
time-keeping according to figures by the Civil Aviation Authority.
The ads were written by Nick Worthington, art directed by Paul Brazier
and photographed by Robert Wilson. Media is through New PHD.