Canadian airlines get in the holiday spirit
Two Canadian airlines have launched holiday videos in the past week. WestJet followed up last year’s remarkably successful Christmas Miracle with a similar program in a new locale: an underprivileged destination in the Dominican Republic. (Agency: Mosaic)
Meanwhile, Air Canada surprised Canadian ex-pats in London with a free flight home for the holidays. (Agency: JWT Toronto)
In an age when most Americans fly at least once a year, it’s easy to forget that not so long ago they might have flown just once in a lifetime — if at all. As recently as 1965, only one in five Americans had ever flown on an airplane.
Pan Am was going to do something about that. For them, it was a matter of survival.
Welcome to the 16th issue of The Work This Week, a weekly roundup of new advertising, identity, and brand experience work from around the airline industry. This week, the friendly skies are back.
The two key pronouns in airline advertising — in all advertising, really — are “we” and “you.” Fundamentally, all advertising is a simple proposition: Here’s what we have to offer; here’s what’s in it for you. Some advertising emphasizes the “we,” some advertising emphasizes the “you,” but pretty much all of it falls somewhere on that continuum.
Today Pan Am is remembered as a luxury airline, largely by people who never flew it. But it was also an inclusive airline. Most of its advertising campaigns weren’t aimed at the international jetset—they were aimed at getting ordinary Americans to fly overseas, often for the first time.
“Fly the Friendly Skies” is without question the best-known airline tagline of all time, and it oughta be. United used it for more than 30 years.
That in itself is rare. Even rarer is the fact that for all those years, United employed the same advertising agency: Leo Burnett, Chicago.