advertising in adversity 1

Advertising in AdversityIAA – Savoy Hotel, London

12th May 2004

Mike Tunnicliffe – Marketing Manager EMEA,United Airlines

The next 15-20 minutes

Crisis? What crisis? Why advertise in adversity? United’s approach Moving forward

Crisis? What crisis?

Global economy Low cost carriers September 11th 2001 War on Afghanistan & Iraq SARS

Advertising in Adversity

Advertising during a downturn Consumer perception The cost of not advertising A correct approach and message

Consumers take a pragmaticview on travel

“All I hear is wow you’re lucky you travel so much. I see theairport, I see my colleagues, and they always take me to thesame bloody place in Philadelphia.”

Splitter, London Groups

“Travelling is no longer glamorous. I just need to getfrom point A to point B with minimum hassle”.

UK Business Flyer

Source: United Qualitative Groups Feb 2004

Campaign Idea

Business flyers take a practical view on travel.They’re not interested in champagne and

caviar. They just want to get from point A topoint B with minimal fuss.

United understands business travel isn’tglamorous, but we’re doing our part to make

it as good as it can be.

Video

United Reversed 5 Years Of Flat ToDeclining Brand Measures

May ’03 Feb ‘04 Increase

Business TravellersTotal Spontaneous Brand Awareness 45% 54% 20%Prompted Ad Awareness 12% 24% 100%

Leisure TravellersTotal Spontaneous Brand Awareness 26% 35% 35%Prompted Ad Awareness 9% 13% 44%

More Importantly, Brand Consideration Increased 31.7%

Source: Quaestor Post Wave Debrief July ‘03

Awarded “Best Pan-European Campaign” at the MeribelFilm Festival in France

7 Travel Advertising Awards at CIMTIG

3 awards at the British Television Advertising Awards

2 awards at UK Midsummer Awards

Marketing & Media International advertising award

Accolades

The Campaign Idea 2004

Theimportanceof face-to-

face contact

Seeking outopportunities

A fertilecreative

idea

Opportunities don’t just come to you, you have to go outand get them

European AdvertisingRecommendation

Opportunities don’t come to you, you have to go andget them.

…and with 84 weekly flights from Heathrow to 150U.S. cities we’re the airline to get you there.

Conclusions

Massive challenges facing airline industry This led to a new advertising approach All evidence indicates this has worked Airlines understand the challenges they

face in a highly competitive industry Advertising has and will play a key part in

the business plan to help deliver a strongfuture for United Airlines

Thank you