Fly the Branded Skies

Flyby Wire:  May 19th, 2013

The Work This Week 19 May 2013

Welcome to the first issue of The Work This Week, a weekly roundup of new advertising, identity, and brand experience work from around the airline industry. On TWTW‘s maiden flight, we dissect what it means to be British with British Airways, burn calories for air miles with airBaltic, and rediscover the joy of reading with Qantas.


  • British Airways encourages travellers in Asia to “Experience Britain” by cramming the best of Britain into a single 747. Agency: BBH Singapore. Source: The Inspiration Room.
    British Airways: Experience Britain
  • A French business traveller initially finds German punctuality and attention to detail exhausting in this new spot from Lufthansa — though of course he comes around in the end. Agency: Kolle Rebbe, Hamburg.


  • It can be hard to keep up your exercise regime while travelling. airBaltic‘s frequent flyer program, BalticMiles, is connecting with Nike+ to give travellers the chance to turn the calories they burn while travelling into frequent flyer miles. Agency: MRM Frankfurt. Source: Creativity Online.
  • American Airlines is giving travellers with high Klout scores free day passes to its Admirals Club locations. Less influential Tweeters can get a discount. Source: Advertising Age. (Disclosure)
  • RouteHappy is a new travel site that sorts flights not only by price and schedule but also how pleasant they will be. Source: PSFK. (Bonus points for the Canadian Airlines stock photo.)
  • Now you can share your travel experiences with other jetBlue passengers, and gain inspiration from their posts, on the carrier’s new SoFly (Social Fly) platform. Source: NYCAviation.



  • To promote its expansion of Terminal 4 at JFK, Delta has created a pop-up store in SoHo that showcases the features of the new terminal. The space is designed to resemble the new Sky Deck lounge at T4. You can also buy chef-inspired sandwich boxes for $4. The space is open until May 22. Source: Airchive.


  • El Al has named Soubriet Byrne & Associates as its lead advertising agency in the U.S. Source: Adweek.


It’s awards season in the advertising industry and a handful of air travel campaigns have made the cut so far. The One Show and the CLIO Awards took place in the last two weeks; Cannes is coming up next month. Here are the winners so far:

  • TUI won a One Show gold pencil for their “Icebergs” print campaign. Agency: Grey Beijing.
  • Delta Air Lines won a One Show Interactive bronze pencil for their Fly Delta iPad app. Agency: AKQA D.C.
  • Kayak won silver CLIOs for their Surgeon and Pupils TV commercials. The campaign as a whole won a bronze. Agency: Barton F. Graf 9000, New York.
  • JetBlue Getaways won a bronze CLIO in the Branded Content category for their Get Away With It game show. Agency: Mullen, Boston.
  • Virgin Australia won a bronze CLIO in the Design category for their “AUS to USA” billboard (which also won at Cannes last year.) Agency: Clemenger BBDO, Sydney.
  • American won a bronze CLIO in the Design category for their corporate rebrand. Agency: FutureBrand, New York.
  • Expedia won silver CLIOs in the Print category for “LAT ERS” and “SUN SEA SND SEX” baggage tag ads. Agency: Ogilvy, London.
  • And in the student category, Kyung Wan Kang and Westley Taylor from Miami Ad School won a Gold Student CLIO for their spec campaign for JetBlue, a clever take on yield management for the 21st century called “Empty Seats.”


If you have any tips, e-mail me or tweet them at @brandedskies. See you next week!

Updated 23 May 2013: Added bronze CLIO for American Airlines.