Page 56 - Adnews magazine Sep-Oct 2022

Advertising sky high
Qantas, Air New Zealand, EasyJet and Jetstar flew into 2022 with a cargo load of campaigns. We asked creatives to share their thoughts on just how high these campaigns soared.
WORDS BY
TAYLA FOSTER
Creative Review
ANNIE BETTIS (AB)
senior copywriter, Archibald Williams
This is a crucial time in the travel industry. Airlines should be pulling out all the stops to meet their consumers where they’re at – ready for the holiday of their life and looking for inspiration and ease. Most of us have been burnt by the travel industry in some form or another over the past few years and we need to know who we can trust.
EFFIE KACOPIEROS (EK)
creative director, Innocean
The magic and wonder of travel was taken away from the entire world for so long. Now with the world open again, airline’s need their campaigns to bring that magic back,
to spark our desire to be a flâneur again and remind us
of the luxury it is to roam the world. Heroing that feeling will connect more with that human adventurer spirit, than just talking about staff and aircraft.
MARCUS TESORIERO (MT)
ECD, Dentsu Creative
Memory of branding is now more important than ever as travellers make split second decisions on who they fly with. Hastily sorting through the toggles of price and benefits on Skyscanner, people want a clear, emotional impression of what they’re getting from an airline well before an offer is even thrown at them. So, no matter what end of the market an airline is targeting, it’s important to stay consistent so the intended audience can make a simple choice.