Rather than adapt the global communications tagline ‘Work hard, Fly Right’, created by New York creative hothouse Kaplen Thaler Group, Publicis Hong Kong has attempted to stretch its relatively small advertising budget by using a text based campaign that describes the range of sleeping positions – including the ‘starfish’, ‘soldier’ and the ‘log’ – available to Continental passengers.
Media, handled by Starcom, includes print and outdoor – including bus shelter and tram bodies.
The campaign will run until the end of May. “We have a tiny advertising budget compare with bigger airlines, so we have to look at every dollar to create media impact,” said Publicis Hong Kong general manager Sue McCusker.
