Just what makes an airline advertisement great?
I reject the notion that the most effective ads highlight a carrier's product, like United's nifty new business and first class lie-flat seats. Rather, ads the capture the imagination--aspirational ads that weave history and emotion together to encourage brand loyalty are the ads that I love and the ads that make me want to fly a certain carrier.
Check out British Airways's new "To Fly. To Serve." campaign:
I think we can all agree that this is an well-done ad, but will it sell seats? I say YES.
In fact, this ad is so compelling I am now going to set aside some of my British Airways miles for a trip in British Airways First Class. No joke.
There is no magic formula that makes an ad effective, but ads like the BA ad above and other ads I fancy like United's It's Time To Fly campaign really work for me more than Continental's bland ads.
How about you?