HEADLINE: Candlelit
dinner… in Venice
BASELINE : Let’s get it done
AGENCY : Ambience Publicis
4Ps TAKE : This is a cross-branding effort between private air carrier Jet Airways and international banking giant Citibank – which is high on promise for both the brands and the customers as well. The single minded focus of the ad is to lure the users of the Citibank cards and frequent fliers of Jet Airways with a plan to get them a Gondola ride in Venice. You obviously have to be both – and if you aren’t, then, quick, get into the groove! If you are a ‘brands’ (there are two of ‘em!), then here are the USPs you can enjoy: Relax, fly free faster, travel in style, complement your lifestyle etc. The communication is inviting: ‘Candlelit dinner at the new Italian restaurant. The moonlit Gondola ride in Venice.’ The visual is quite a scene-stealer: a happy couple enjoying a Gondola ride in Venice – wouldn’t you be happy to be in their place? Well, now you know how to get there!
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
dinner… in Venice
BASELINE : Let’s get it done
AGENCY : Ambience Publicis
4Ps TAKE : This is a cross-branding effort between private air carrier Jet Airways and international banking giant Citibank – which is high on promise for both the brands and the customers as well. The single minded focus of the ad is to lure the users of the Citibank cards and frequent fliers of Jet Airways with a plan to get them a Gondola ride in Venice. You obviously have to be both – and if you aren’t, then, quick, get into the groove! If you are a ‘brands’ (there are two of ‘em!), then here are the USPs you can enjoy: Relax, fly free faster, travel in style, complement your lifestyle etc. The communication is inviting: ‘Candlelit dinner at the new Italian restaurant. The moonlit Gondola ride in Venice.’ The visual is quite a scene-stealer: a happy couple enjoying a Gondola ride in Venice – wouldn’t you be happy to be in their place? Well, now you know how to get there!
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist)
