BJL develops long haul ad campaign for Manchester Airport
A campaign for Manchester Airport has been developed by BJL to raise awareness of its long haul destinations.
The campaign by the Manchester agency will also aim to challenge the perception that flying long haul must be done from airport in London and increase the number of passengers flying from the airport to faraway places.
In response, BJL has developed a strategy which will see a series of adverts aimed at leisure and business travellers roll out within the region across 48-sheets, press inserts in weekly broadsheets and tabloids and radio advertising on Smooth and Classic FM.
The insert will include the opportunity to win a trip to New York with Continental Airlines.
Local press will also carry inserts to reach business travellers.
Jackie Holt, partner at BJL, explained: “Everyone knows that Manchester is a premium international airport, that’s right on our doorstep. But it really would surprise people to realise that you can easily reach ten cities across India, or that there are 45 non-stop flights to the USA. Our campaign has been designed to specifically highlight this.
“As part of the campaign, we’ve also taken a more cheeky approach – reminding frequent travellers that they can fly to almost anywhere in the world from Manchester, without the hassle of travelling to London.”
Nadine Callan, head of airline marketing at Manchester Airport said that the airport’s long haul offering had remained strong, with new routes and extra capacity announcements being made a number of carriers operating out of the airport.
“It’s important to let everyone know that they can fly to virtually anywhere in the world from Manchester. We were delighted with BJL’s confident and assured creative; getting the message across about the sheer number of destinations and telling people that they don’t need to travel from London,” added Callan.