NEWS: Euro RSCG unveils Air UK TV push

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 leisure travellers.

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

leisure travellers.



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

on price.’



The short-break travel market has become fiercely competitive in the

last year, with British Airways, Easyjet and Ryanair all active in the

sector.