The tactical launch campaign, described as "an evolution not a revolution" by agency ECD Graham Kelly, announces the launch of the A380 Airbus, the airline's new fleet of double-decker jumbo jets. "[The campaign] is a bridge between what has gone before and a bigger thematic push that will run later this year," explained Kelly. "It's not about 'the girl', it's about the product.”
Key media include advertorial-style regional press ads, a TV spot on CNN promoting a charity auction for the maiden flight and out-of-home at key routes Sydney and Singapore. Banners, a microsite featuring an "A380 virtual cabin experience" and a glossy brochure targeting the trade are also running.
One source commented: "The real test will be what TBWA does with the 'global hostess' campaign [in November]. What we've seen is not 'disruption' [TBWA's mantra] by any means." She added: "But TBWA has had very little time to work on the business. And the A380 launch has suffered two delays – the original launch was scheduled for 2005 - so the potential for ‘big bang’ ideas has been lost.”
TBWA launches debut SIA campaign
SINGAPORE - TBWA has unveiled its first work for Singapore Airlines (SIA) since winning the business in April.
