TRANSPARENT LETTER by DraftFCB Auckland for Pacific Blue

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TRANSPARENT LETTER

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Industry Airlines
Media Direct marketing
Market New Zealand
Agency DraftFCB Auckland
Executive Creative Director James Mok
Creative Director Tony Clewett
Art Director Iain Mcmillan
Copywriter Antony Wilson
Released January 2010

Credits & Description

Category: Flat Mailing
Advertiser: PACIFIC BLUE
Product/Service: AIRLINE
Agency: DRAFTFCB NEW ZEALAND
Date of First Appearance: Jan 25 2010 12:00AM
Entrant Company: DRAFTFCB NEW ZEALAND, Auckland, NEW ZEALAND
Executive Creative Director: James Mok (DraftFCB)
Creative Director: Tony Clewett (DraftFCB)
Art Director: Iain McMillan (DraftFCB)
Copywriter: Antony Wilson (DraftFCB)
Account Manager: Kate Murchison (DraftFCB)
Media placement: Direct Mail - Mail - 25 January 2010

Describe the brief/objective of the direct campaign.
Business travel is a large proportion of the domestic travel market in New Zealand. Pacific Blue has been excluded from the consideration set of the corporate traveller as they are seen as ‘no frills’. We needed to give them a reason why they should consider them over their competition, Air New Zealand. We identified the key reason for a business traveller to choose Pacific Blue being their 'on-time performance, which is the best in the market. Corporate Travel is generally done through travel agents so we targeted them as influencers for travel selection.

Explain why the creative execution was relevant to the product or service.
The transparent letter is a simple, powerful dramatisation of Pacific Blue's transparency around its own performance. Taking the opportunity to poke fun at a competitor while promoting our performance was very totally in keeping with Pacific Blue's young, cheeky, challenging brand personality.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We went head-to-head with Air New Zealand - and their high-profile 'Nothing to hide' campaign (which featured naked Air New Zealand staff with body-painted 'clothes'). We sent a letter to travel agents printed on transparent, nothing-to-hide stock, and wrote a cheeky critique of the Air New Zealand Nothing to hide ads - all while promoting Pacific Blue's on-time performance.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
While we don't have access to sales data, we do know that agents are now more pre-disposed to considering Pacific Blue when booking for business travellers.