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ADVERTISING CAMPAIGNS

Aer Lingus ‘Shamrock

Agency: VCCP Blue

Client: Aer Lingus

Aer Lingus is to run a new ad campaign to reposition itself in the fiercely competitive airline industry and compete with low cost airlines.

Aer Lingus is to run a new ad campaign to reposition itself in the fiercely competitive airline industry and compete with low cost airlines.
The new press, poster and radio campaign continues Aer Lingus’ new approach, devised by VCCP Blue, which includes the strap line ‘ take a fresh look’, encouraging passengers to reconsider their air travel options to Ireland. It is part of the company’s £2 million annual spend.

The creative execution is succinct and clean; the price of a one-way ticket to Ireland is depicted using the instantly recognisable green shamrock – also brand’s tail fin symbol -that is indelibly linked to the country, supported by a series of other low-cost fares to specific city destinations.

Aer Lingus has a key site at Heathrow which it is using to promote its new Belfast route and the new competitive prices dominate the regional and national press campaign.

This press campaign is again supported by regional radio ads which have been created in conjunction with Tourism Ireland to promote specific destinations with the price leading the message.

Charmaine Duffy, European Marketing Manager for Aer Lingus said, “We are a respected carrier, renown for our service; now we are looking to promote our prices which are as low as any other carrier.  We believe that the combination of the two offer the passenger the best possible benefits.”

AJR
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