2011 Winners & Shortlists

Results and Effectiveness

This communication activity led to more business people becoming aware of the services that Wataniya Airways offers. As more of them began asking their companies to book BusinessFirst flights, this eventually led to deals with major companies like the Kuwait National Petroleum Company, which produced an unprecedented KD 1 million agreement on business travel for its employees with the airline.

Creative Execution

The strategic solution for this ad was to demonstrate how easy it is to save time by going “from the car to the plane” when flying BusinessFirst, which in a sense is as effortless as “turning a page.” To complement this campaign, the same concept was used through other media, e.g., on the outside and inside of elevator doors which also demonstrated the “car to the plane” aspect of BusinessFirst.

Insights, Strategy and the Idea

The marketing and communications objectives for this campaign were to illustrate the ease, efficiency and speed of Wataniya Airways’ BusinessFirst service. Working professionals who appreciate expedited service and who do not have time to waste were the target audience. They don’t like waiting for a cab, being in a long check-in line, or sitting in a crowded terminal. This insight was used to illustrate how easy it is to go “from the car to the plane” when flying with Wataniya Airways. The two page spread ad contains the image of a businessman on a transparent sheet. When the sheet is on one side, he is being greeted by a chauffeur, and when the transparency page is turned, the man is being greeted by a flight attendant at the door of the plane.