Euro RSCG Wnek Gosper puts Air UK back on television for the first time
in five years this week, with a new pounds 1.5 million campaign aimed at
The ads mark a significant change of direction for the airline, which
has previously focused on business travellers.
Four ten-second films use humorous vignettes to promote the deals
available on Air UK flights to Paris, Milan, Rotterdam and Amsterdam.
A famous characteristic of each destination is picked out for each
execution. For Milan, a male fashion model poses moodily for the
cameras, but when he hears about Air UK’s prices, stops to exclaim: ‘Oh
wow, that’s just brill that is’ in a thick northern accent, revealing a
mouthful of rotten teeth.
Amsterdam is illustrated by a dentist looking deep into a patient’s
mouth, and getting excited about canals, while the black-and-white Paris
ad shows a passionate couple at an airport, and the Rotterdam execution
takes a nautical theme.
The commercials were written by Pete Hardy and art directed by Richard
Evans. They were directed by Harald Zwart at Pink Productions.
Mediastar has created a targeted media strategy, with the commercials
appearing in News at Ten and Channel 4 News only.
Two or three of the ten-second spots will run in each break. The
campaign is timed for the run-up to the peak summer period, and targets
upmarket leisure travellers without children.
Brett Gosper, the chief executive of Euro RSCG, said: ‘We have adopted
this approach because while business people tend to choose an airline
for convenience, even upmarket holiday-makers place much more emphasis
The short-break travel market has become fiercely competitive in the
last year, with British Airways, Easyjet and Ryanair all active in the