The true measurement of the US campaign will be if sales go up, or market share. If it makes you buy a ticket it's a GREAT ad. If it makes you say "Wow, that's a cute/sucky ad" and your buying pattern doesn't change then the ad failed.
Cute clever ads do not always turn out successfully.
"Where's the Beef" for Wendy's resulted in a 0% sales increase yet won many awards. Same with the little dog on the Taco Bell ads. Agency was fired on that one.
The true measurement of the US campaign will be if sales go up, or market share. If it makes you buy a ticket it's a GREAT ad. If it makes you say "Wow, that's a cute/sucky ad" and your buying pattern doesn't change then the ad failed.
Actually, the Taco Bell Chihuahua ads were very successful at driving up new visits to Taco Bell restaurants. The problem was both the food and service at the time, so very few people made the mistake more than once. Hence why sales didn't budge.
There is a lesson in this for US and what we have been reading on the boards about flight cancellations, check-in performance, web site performance, and telephone res performance. The ads may get a traveller to attempt to fly US, but give them a bad experience and you've lost them for a long while.
"In all the World there's one airline that has more flights every day than any other. USAir. "
Sad, huh? Maybe they could update it now, and say
"In all of Pennsylvania, theres countless commuter airlines that have more flights to the same small cities, more crappy commuter airlines than any other. US Airways Express."
"In all the World there's one airline that has more flights every day than any other. USAir. "
Sad, huh? Maybe they could update it now, and say
"In all of Pennsylvania, theres countless commuter airlines that have more flights to the same small cities, more crappy commuter airlines than any other. US Airways Express."
Lately it could even be: (with soft music playing and PSA planes in the background)
"Here at USAirways, when we get in the air we're just as surprised as you are."
