Eos, the all-premium class airline offering
service between New York (Kennedy) and London (Stansted), launched
a new brand advertising campaign April 30 with the slogan,
"Uncrowded. Uncompromising." and blue velvet ropes as a campaign
"icon."
Eos said it is
spending $6 million initially on the campaign, which will be
launched in the New York and London media markets. It said the
campaign's target market includes premium-class travelers in the
finance, entertainment and fashion industries.
Eos flies 757s
configured with just 48 lie-flat seats, providing each passenger 21
square feet of personal space on its service between Kennedy and
Stansted airports.
The campaign will
include a series of vignettes, which Eos calls "glimpse ads," that
illustrate the benefits of flying with that much space.
Eos said the first
to run, called "Pond Hoppers," offers a glimpse of a stylishly
dressed young couple arriving at the airport with less than an hour
to go before their international flight, which is "just fine with
Eos" because its service is designed to allow arrival as late as 45
minutes prior to departure.
In another ad, two
fans in a tennis stadium occupy a large area marked-off with blue
velvet ropes, as an attendant stands nearby. The headline declares
they are "Uncrowded in a Crowded World."
Eos said the blue
velvet ropes will emerge as an icon in all aspects of the campaign,
with, for example, a forthcoming newspaper ad using them to
separate cluttered editorial copy from the Eos message.
Eos said the blue
velvet ropes will also make appearances at Eos-sponsored special
events in New York and London. In New York, the airline said,
street teams will carry velvet ropes to demonstrate how Eos creates
private space even within one of the world's most populated
cities.
To
contact reporter Andrew Compart, send e-mail to [email protected].