T-SHIRTS by New Message for BUDGETAIR.NL

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T-SHIRTS

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Industry Business equipment & services, Corporate Image
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Netherlands
Agency New Message
Creative Director Lennart Wienecke, Hugo Rütter
Art Director Chris Sant
Copywriter Dieuwer Bulthuis
Released December 2009

Credits & Description

Category: Ambient: Transit
Advertiser: AIRTRADE
Product/Service: BUDGETAIR.NL
Agency: NEW MESSAGE
Creative Director: Hugo Rütter/Lennart Wienecke
Copywriter: Dieuwer Bulthuis
Art Director: Chris Sant
Account Manager: Catherine Dijkstra/Jan Has
Date of First Appearance: Dec 9 2009 12:00AM
Entrant Company: NEW MESSAGE, Amsterdam, THE NETHERLANDS

Description of Ambient execution
Challenge Find a low-budget way of communicating to travellers and to a wider audience of potential buyers that BudgetAir.nl sells the cheapest plane tickets, guaranteed. Solution We sent several promotor-travellers to the airport of Amsterdam, wearing provocative T-shirts. The objective: evoking jealousy among all other travellers. Even the passengers on the planes were informed. All flight long. Result Hundreds of travellers got the message directly, at the airport and on the planes. Additionally, thousands of people read about the promotion in on- and offline free publicity. BudgetAir.nl experienced record sales in december 2009, when the ambient promotion was carried out.

English Translation of Main Headlines
Headline translations are integrated in the case presentation image.