The goal is to reinvigorate its ‘Flying smart’ slogan and increase its relevance to what it has identified as a new generation of business travellers.
The activity comes ahead of the airline’s predicted merger with fellow US carrier Delta, which is expected to take place over the next six to 12 months, and a plan to operate direct flights from China to the US from March next year.
Developed by OgilvyOne Worldwide as a joint effort between teams in Tokyo (NWA’s regional hub) and Hong Kong, with media planning and buying handled by MindShare, the campaign aims to establish an emotional bond with the airline among younger corporate flyers.
The approach is based on research pointing to a shift in the profile of the airline’s core consumer group in Asia from somewhat conservative, predominantly male senior managers to more style-conscious middle-ranking executives, both male and female, aged between 21 and 40, looking for a more defined travel
experience incorporating leisure with business requirements. “We discovered that business traveller values have changed,” said Greg Carton, OgilvyOne Worldwide’s business director. He added that although American players have struggled to compete with local carriers in Asia, NWA’s branding campaign sought to demonstrate the airline’s commitment to the bigger picture, rather than focusing on functional, rational elements.
“These passengers have evolved to a point where flying is no longer just about getting from A to B, it’s about the entire travel experience. From booking to check-in, to the flight and the rewards earned, it all counts. So the campaign message platform we have is a big brand ideal as opposed to showcasing airline product features.”
At the core of the campaign, which is set to run for the next three months across print, out-of-home, online and direct mail, are four archetypal passengers designed to represent a cross-section of young frequent flyers: ‘the dealmaker’, a strong negotiator who expects rewards from their travel partner; ‘the nester’, for whom flying is an opportunity to recharge and comfort is a priority; ‘the multi-tasker’, who sees an aircraft as an office extension; and ‘the networker’ who, as the face of their business, flies to maximise time spent with clients and colleagues.
Carton explained that the characters were designed to enhance the connection between the airline and its passengers by “drawing a parallel to their own travel style with those portrayed in the communication”.
The campaign’s designated website invites visitors to identify their own travel style and learn more about the airline’s facilities.
NWA posted pre-tax profits of US$764 million in 2007, up from $301 million in 2006. Revenues were $3.1 billion.
NWA eyes frequent flyers
ASIA-PACIFIC - Northwest Airlines (NWA) is launching a regional branding campaign for work in Asia which it describes as its most comprehensive in 10 years.
