BACK AND FORWARD by LOVELY for Blue1 Airlines

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BACK AND FORWARD

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Industry Airlines
Media Promo & PR, Case study
Market Netherlands
Agency LOVELY
Creative Director Mira Olsson, Magnus Olsson
Released October 2010

Credits & Description

Category: Best Use of Outdoor
Advertiser: BLUE1 AIRLINES
Product/Service: BLUE1 PREMIUM CLASS
Agency: LOVELY
Date of First Appearance: Oct 18 2010
Entrant Company: LOVELY, THE NETHERLANDS
Creative Director: Magnus Olsson (Lovely)
Creative Director: Mira Olsson (Lovely)
Agency Producer: Jenny Nyman (Lovely)
Graphic Designer: Tuomas Hautamaki (Bond Agency)
Marketing Manager: Dina Asis (Blue1)
Marketing Director: Kristiina Kukkohovi (Blue1)
Digital Marketing Manager: Nina Hagerstrom (Blue1)
Media placement: Outdoor Poster - ClearChannel/Poster Site At Airport - 18 October 2010

Insights, Strategy & the Idea
The business objective: to Increase sales for Blue1 Premium Class.
The marketing and communication objective: Now there's an alternative to Business Class with all business Class benefits without the cost.
The audience are frequent business travelers, who are usually approached with messages of how luxurious business travel is, when in fact, it's a pain and all the target audience would wish to do is to travel as conveniently as possible, as affordable as possible.

Creative Execution
To talk to our target audience about how traveling for work really feels. The media channel was the poster sites at the entrance of Terminal 1 of Helsinki airport in order to reach the frequent business traveler.

Results and Effectiveness
Premium Class Sales up 26%
Brand Preference up 13%*.
Brand Consideration up 22%*.