Continental Airlines

Truth

Increase the percentage of transatlantic passengers that see Continental as a preferred carrier versus key competitors including BA and Virgin.

Insight

Position Continental as the ‘intelligent choice’ – the airline chosen by those that can distinguish between the gloss and puffery of the competition, and real substance and quality offered by Continental Airlines.

Emotion

Show how Continental Airlines is ‘the best kept secret’ amongst those in the know. Headlines that both flatter the audience (Those In The Know, Know) and question their eligibility to be amongst those who make the right choices in business (High Flyer? Fly Higher).

Success

Over the three year period of the campaign, traffic originating from London rose from 35% to over 50%.