TV ads illustrate Executive’s message

Television Bureau of CanadaTime is at a premium for today's senior businesspeople.There is, however, one medium to which executives dedicate a great deal of time: television.Toronto-based market research firm Canadian Facts reported in 1990 that 82% of all managers and business...

Television Bureau of Canada

Time is at a premium for today’s senior businesspeople.

There is, however, one medium to which executives dedicate a great deal of time: television.

Toronto-based market research firm Canadian Facts reported in 1990 that 82% of all managers and business owners watched tv the day before for an average of 2 1/2 hours.

BBM Bureau of Measurement confirms that senior managers, executives and professionals spend 17-18 hours each week watching tv.

Through the precise targetting of tv advertising, program sponsorship, direct delivery of video cassettes and international print exposure, the value of Executive Airlines will be demonstrated to the 90,000 senior executives who travel frequently (4+ times per year) and earn more than $75,000 per year.

Traditional print media in Canada is inundated with frequent flyer and business class airline advertising that precludes an effective share-of-voice.

The obvious choice of vehicle to reach business travellers is the proprietary airline magazine, unavailable to this client.

Finally, the limitations of print restrict the creative latitude needed to convey the true value of this new niche airline service.

Background

This is an elite community for whom business cannot stop, even when travelling.

Trips to national or regional offices, government meetings, inspecting personal business operations, or for professionals whose time is billable, the full-service office-in-the-air is a necessity, not a luxury.

Already bombarded with a host of print materials, senior executives make time for selective use of tv. News and information programming deliver the facts that decision-makers need now.

The Environics Media Study reported that tv is the most informative and most believable medium, and that the perceived importance of newspapers is declining, even among those groups traditionally found to be loyal readers.

The plan

The tv creative will visibly demonstrate the advantages enjoyed with this exclusive airline, while satisfying the fiscal responsibility of the viewer.

Executive Airlines will deliver the flying office that was promised to executive travellers in competitive tv advertising in 1988.

The use of voiceover narration will allow the flexibility of delivering the message in English, French and Cantonese, as these groups represent the largest proportion of domestic business travellers.

With use of qualitative research tools, including the PMB: Print Measurement Bureau study, Compusearch’s tsi and Leigh Stowell’s Consumer Market Profile, a tightly focussed local market schedule of late-evening news, information and business programs will be selected.

Specific national and specialty network programming will provide the base.

The Executive Airlines launch campaign will feature strong flights of 60-, and then 30-second creative to rapidly establish the image, credibility and awareness of the new service.

As the campaign matures, the creative will be reduced to 15-second reminders as part of one-minute business information breaks that focus on time management.

Continuity of advertising will be maintained through tv program sponsorship.

Budgets will be expanded through co-operation with companies targetting the same clients: a major bank, a brokerage house, a premium credit card, a car rental fleet and a hotel chain.

Production resources of local language stations will be employed to produce a weekly, targetted business and economic review program that will include segments of key business speakers at international conferences.

A periodic 12-minute video cassette will be distilled from these programs and distributed directly to the 10,000 most-senior Canadian business managers, consultants and government.

The video will contain must-know business intelligence and will highlight the cost-effective nature of a same-day-return flight that keeps the executive available to associates and clients.

The inherent value of the presentation will lend itself to pass-along viewership. Cost will be shared by the co-operating partners.

The international business traveller is an important source of passenger traffic, and this Canadian service is a natural for connecting flights to Ottawa and the business centres of Canada.

To reach these potential customers, a limited advertising campaign in Asian, Western European and u.s. business and finance publications will be executed.

This will raise awareness in the international market and spill back into Canada, where Canadian executives will take special note of this service.

A focussed public relations campaign to announce the take-off of the new air service will target business newspapers and magazines.

The true communication power of the editorial and feature articles of the print media will be employed through coverage of this Canadian initiative.

Conclusion

1. The introduction of Executive Airlines through targetted tv advertising, selective direct video and international business press will deliver awareness, positive attitude and willingness to try the airlines once.

2. This campaign will generate the necessary image of service, convenience and value through the kind of product demonstration that is possible only on tv.

3. Sustained sponsorship of a business management program would maintain top-of-mind awareness, while generating beneficial attitude shifts from viewers of high-quality programming.

The Television Bureau of Canada is the sales, marketing and resource centre of the Canadian commercial tv industry.