Airline CityJet it to launch a £1m pan-European campaign to highlight its position as the largest carrier from London City Airport.
Created by Euro RSCG, the multiplatform campaign will focus mainly in London, but will also run across the Benelux countries, Ireland (Dublin), and Scotland (Edinburgh and Dundee.) utilising 96-sheet billboards, 48-sheers, Metropoles and Europoles in Dublin, Dundee , Eindhoven and Rotterdam.
Print media will also feature across national and regional publications, such as The Scotsman, The Times, The Independent, Evening Standard, Dundee Courier, Edinburgh Evening News, the Irish Times and more.
The digital campaign will feature banners, pop ups, screensavers and homepage takeovers across Reuters, The Times, Skyscanner, MSN, NRC and LinkedIn, while a 2-week TV campaign will run at the end of October on TV3 in Ireland.
Christine Ourmières, CEO for CityJet, commented: “Over the last twelve months CityJet has secured its future as the premier carrier out of London City Airport serving key business destinations throughout the week and high-end leisure destinations at weekends. The majority of our customers are frequent flyers who are loyal to us because they appreciate the added value services we can offer them as a small, niche carrier. The new campaign is designed to reflect our understanding of their expectations.”
Included within the campaign is the new strapline: ‘Cityjet. Now You’re Flying’.
Says André Cini, Chief Commercial Officer, CityJet, ‘By choosing to fly with us, our customers aren’t just choosing to get from A to B, they are choosing to travel properly, with an airline that knows how it’s done well and, more importantly, is ready to go the extra mile to make their journey a good one. Many of our customers are regular commuters and it’s important to them that their journey is made as personal and as pleasant as possible. For them, flying CityJet is an emotional choice, not just a practical one, and the creative heart of the campaign is designed to echo that sentiment.’
There are 20 different executions for the new campaign which uses the airline’s brand colours – navy, red and taupe. All are bound together by the creative use of the airline’s distinctive red ‘swoosh’ which is evident in the CityJet logo.
The swoosh appears in a variety of different guises, each designed to profile a unique facet of the company’s personality or service. For example, the swoosh appears as a golf bag to promote CityJet’s free carriage of golf clubs together with the slogan ‘The best caddy I ever had’; as a slice of lemon on a glass to highlight the personal onboard service with the slogan ‘I love it when they remember my favourite tipple’; as part of London’s Tower Bridge to profile the central location of London City Airport with the slogan ‘Direct to the heart of London’; as the sails on a windmill with the slogan ‘I’m a big fan of the Amsterdam service’ and more.
The new creative was developed by Euro RSCG which has retained the CityJet account since its rebrand in 2009.
"Our brief to Euro RSCG was to create a campaign and a brand personality that would resonate with a time poor, discerning, urban audience. We wanted them to develop a creative feel that was short and snappy and that not only communicated CityJet’s services and routes, but also illustrated the airline’s unique capability to make their customers feel like individuals, not passengers. By using the brand colours and honing in on the swoosh they’ve developed a distinct and stand-out creative look and feel in a very crowded market.’
The new look above-the-line campaign will also follow through to CityJet’s social media streams on Twitter, Facebook, LinkedIn and YouTube and will be supported with a Facebook photo competition.
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