United Airlines / Chattanooga Airport
LAUNCHING UNITED'S NON-STOP SERVICEWhen United Airlines announced it's new non-stop service from Chattanooga's airport to New York City and Chicago they asked us to help with pre-service promotions as well as on-going advertising needs.
THE CHALLENGEThe challenge was to was to concept an integrated campaign encouraging our audience to fly direct from Chattanooga instead of making the drive to Atlanta. We needed a big idea that would break through the clutter and drive awareness.
THE CONCEPTEveryone loves non-stop flights. Let's face it, there's no better way to travel than to get on a plane in your hometown and land in your destination city without changing planes. We did some qualitative research to back up our "I LOVE NON-STOP" concept. The concept was well received and so we began crafting a look and feel to back it up.
SIMPLE VISUALS & SMART HEADLINESThe first rule of a great integrated campaign is to get noticed. So how do you do that in the airline industry? We decided against the usual beauty shot of a plane or destination city. The idea was to let all the clutter in media outlets and our audience's pre-determined notion of what airline advertising should look like work for us. The result, lots of white space, smart headlines and a simple layout.
EXECUTIONSWe designed a microsite (iHeartnonstop.com) to support the campaign and encourage interest in the destination city and the ability to book a flight. From there we designed newspaper and magazine ads, billboards, digital campaign and radio spots currently running on Pandora. In addition, we worked with the airport and the local Chamber of Commerce to promote the campaign to business travelers through events and special promotions.
SUCCESSThe campaign has garnered a ton of earned media coverage, lots of visibility in-market and the flights are doing very well.
With 28+ years in the business, he's worked on many of the world’s most recognized brands, like Caterpillar, Black & Decker, US Cellular, Sprint, Volvo, Mohawk Flooring and Hardee’s. His work has been recognized: Addys, Graphis, Print, Communication Arts and GDUSA.
After 25+ years with J. Walter Thompson (JWT) creating work for some of America’s greatest brands like Ford, Marine Corp, Kraft/Nabisco, Northern Trust, and Pillsbury to name a few effective creative solutions is second nature for Monty.
He’s held senior positions at BBDO, J. Walter Thompson and Saatchi. Led work on some of the world’s largest, most recognized brands, including the US Marine Corps, AT&T, Dell, and Delta Airlines. He’s intuitive, quick and cuts to the chase when it comes to identifying a brand’s point of difference.
John holds a degree in psychology from Arizona State University. In his 25+ professional years he's founded a successful ad agency, been a creative director, and VP of brand marketing. His client experience includes Hewlett Packard, Johnson & Johnson, Ethicon Global, and Stanford Children's Health.
ADDYS, W3s, Tellys, Graphis, CA, GDUSA, Etc...