Vancouver-based agency Wasserman & Partners is using humor to attract more passsengers to fly with client Central Mountain Air.
The 13-week campaign, underway now, will be followed by tactical executions – print ads and radio spots – that support the airline’s positioning as a small, reliable airline that only makes promises it can keep.
One ad promises rack of lamb on all nonstop flights over three hours, then qualifies its promise by saying ‘of course, we don’t have any 3-hour flights at the moment.’
Under the headline is an elaborate but empty serving tray with the copy: ‘What we do have is one of the newest, most modern fleets in North AmericaÉ’ followed by Air Canada’s 1-800 number and logo. (The small airline sublets some airport facilities from its larger partners, Air Canada and AirBC.)
The body copy explains that Central Mountain Air’s new fleet offers more scheduled and direct flights to less-frequented destinations. Where a competitor’s flight from Calgary to Spokane, Wash. would involve stopovers in Chicago or Seattle, for example, Central Mountain Air flies direct.
According to Mark Gascoigne, account manager at Wasserman, the privately owned airline has been with the agency since last June.
