Swoop Ad Campaign 2018/19By Curtis Wetselaar

OverviewSwoop will create and launch an ad campaign focusing heavily within the cities of Toron-to, New York, and Vancouver. The campaign will emphasize Swoop’s commitment to envi-ronmentally friendly policies and initiatives, which will be presented to the public under the tagline, Keeping the Sky Blue (With a little help from Magenta.)

The advertising campaign will feature the use of the colors Blue and Magenta and will make heavy use of the skyline.

There will be many components to this cam-paign, banner ads will be released online, various ambient advertising will take place amongst the 3 key cities and Billy Bishop air-port will have cosmetic changes made to the interior to promote Swoop.

The centerpiece of the campaign is the video advertisement featuring use of Mr Blue Sky by Electric Light Orchestra and heavy use of the view from outside an airplane window.

The simplest way to showcase the campaign is with a series of banner advertisements that display the tagline and a monument of land-mark of the location the ad is being shown.

The monument will be colored magenta and imposed on to the background of the image.

Layered above, the tagline and the logo would be shown.

Banner Ads

Advertising in the city will be cheap, subtle, and far-reaching all at once.

The three chosen cities will have parts of the skyline lit up with magenta lighting.

This advertising will only be enacted on clear, smogless days in order to make sure that the Swoop brand is not associated with bad skies.

In Toronto, the CN Tower, Sky-Dome, and Exhibition Center will be lit magenta.

In Vancouver, the Aquarium, Lookout Center and Convention center will be lit up.

In New York, the Empire State Building, One WTC, and Brooklyn Bridge will be lit up.

Ambient Advertising in the City

Swoop will launch a mobile app/web page and have a section dedicated to Swoop’s environ-mental policies and how the consumer will be affected.

Icons will be displayed on screen and when users tap on the icons, a text box will appear on screen elaborating on the initiative corre-sponding to the icon.

The dollar sign refers to Swoop’s initiatives to donate a percentage of profit towards various green organizations and environmentally ac-tive political campaigns.

The gas can refers to the low-emission fuel used in Swoop aircrafts.

The recycle icon refers to Swoop’s commit-ment to using recycled materials for as much as they can.

Mobile App

Outside cities and in lesser areas near major airports, Swoop will strategically place magen-ta-coloured structures and decorations. These will be placed in such a way that they will stand pronounced against the skyline, imply-ing Swoop is partially responsible for the blue sky.

In order to avoid the brand being tainted by bad weather, the structures will be able to be quickly removed and stored and weather will be taken to account as a schedule is made to follow.

Ambience Outside Cities

Ambient Aircraft Redesign

Swoop Airplanes will be redesigned with a vinyl wrap to resemble a blue sky, but the blue is substituted with a magenta. These planes are designed to contrast against the sky and asso-ciate Swoop with Blue Skies

The video advertisement will be a 30 second ad with a small story unfolding from the cockpit of the airplane while in flight. Mr. Blue Sky by Electric Light Orchestra will play in the background while a man looks out the win-dow of the plan to see a beautiful, phoioesque vista of a blue sky. The camera will cut to the logo fading over the sky as a tagline appears below saying “Keeping the sky blue (With a little help from magenta)” Attached to this document is a rough storyboard of the video advertisement with the song choice, edited to fit the smaller format.

Video Ad