Pressure on the tear glands
U.S. airlines are airing their first TV commercials again following September 11
U.S. airlines relaunch first TV ads after September 11By Thérèse Balduzzi Less than two months after the attacks on America, U.S. airlines have launched new image campaigns. United Airlines stands out because it is personalized and makes explicit reference to the September 11 disaster.
Since the beginning of November, various airlines have started to launch image campaigns again. The move was necessary because airlines are still suffering from a 25 percent drop in passenger numbers. Media companies have also lost millions due to the absence of this source of revenue.
In the Delta campaign "Person to Person," created by Leo Burnett, Chicago, potential passengers are reminded of reasons to travel. In the first spot launched, airline passengers explain their reason for flying: "This is not the kind of contract you can fax," says one man. Other motifs include homesickness. The spot for "Homesick" ends with the words: "Everyone has a reason to see somebody. That's the reason Delta flies." The small, young airline Jetblue, which has so far set itself apart from the big airlines with cheeky campaigns, also advertises with reasons to travel.
Spots that press strongly on the tear glands
Among airline campaigns, United Airlines' stands out for its personal touch. In its six 60-second spots, United Airlines employees in uniform have their say. Five spots are composed of short statements.
In the first spot, employees talk about how they are dealing with the September 11 tragedy, and in the second spot, a number of employees describe their bond with United by telling how long they have worked for the airline. At the end, the United logo appears and an off-camera voice says, "We are United." In three more, a captain, a flight attendant and a technician each talk about how they make passengers' flights comfortable and safe.
The most touching spot is "Welcome," in which a flight attendant tells of a couple on their honeymoon to Hawaii. The husband is a firefighter in New York and his wife didn't know if this trip would ever happen. The captain gave a speech in the couple's honor. He said there was a hero on board, to which all the passengers clapped.
Lastly, she mentions a nun who stood up to wish the couple a happy future. At the end of this spot, the words also appear, "To the two million people who have gotten back on board. Welcome back." The spots were created by Fallon of Minneapolis. They were filmed by documentary filmmaker Errol Morris.
While Delta says it is still unclear when and if it will resume its just-launched campaign, United says the Nov. 12 accident has no impact on its new campaign.
Since the beginning of November, various airlines have started to launch image campaigns again. The move was necessary because airlines are still suffering from a 25 percent drop in passenger numbers. Media companies have also lost millions due to the absence of this source of revenue.
In the Delta campaign "Person to Person," created by Leo Burnett, Chicago, potential passengers are reminded of reasons to travel. In the first spot launched, airline passengers explain their reason for flying: "This is not the kind of contract you can fax," says one man. Other motifs include homesickness. The spot for "Homesick" ends with the words: "Everyone has a reason to see somebody. That's the reason Delta flies." The small, young airline Jetblue, which has so far set itself apart from the big airlines with cheeky campaigns, also advertises with reasons to travel.
Spots that press strongly on the tear glands
Among airline campaigns, United Airlines' stands out for its personal touch. In its six 60-second spots, United Airlines employees in uniform have their say. Five spots are composed of short statements.
In the first spot, employees talk about how they are dealing with the September 11 tragedy, and in the second spot, a number of employees describe their bond with United by telling how long they have worked for the airline. At the end, the United logo appears and an off-camera voice says, "We are United." In three more, a captain, a flight attendant and a technician each talk about how they make passengers' flights comfortable and safe.
The most touching spot is "Welcome," in which a flight attendant tells of a couple on their honeymoon to Hawaii. The husband is a firefighter in New York and his wife didn't know if this trip would ever happen. The captain gave a speech in the couple's honor. He said there was a hero on board, to which all the passengers clapped.
Lastly, she mentions a nun who stood up to wish the couple a happy future. At the end of this spot, the words also appear, "To the two million people who have gotten back on board. Welcome back." The spots were created by Fallon of Minneapolis. They were filmed by documentary filmmaker Errol Morris.
While Delta says it is still unclear when and if it will resume its just-launched campaign, United says the Nov. 12 accident has no impact on its new campaign.
