 After a very busy 07, we have seen some really healthy and high profile additions to our client base. Last year we won the UK national partner advertising account for The Mexican Tourist Board (with the campaigns now just starting to break in the nationals), introduced a modern looking crew magazine at Aer Lingus and gave the Zero Group a complete image change. In addition, I am delighted to confirm that we have just been appointed by the prestigious British Airline Pilots Association (BALPA) to re-launch their member’s magazine “The Log”.
Although there is no doubt that 2008 is going to be a tougher year for UK and overseas business, we are pleased to be helping some very forward looking clients who have exciting plans for 2008. With the introduction of our digital division we are also now offering a truly full service for our clients which we feel will become more and more important over the year. |
BALPA APPOINT TAP
 British Airline Pilots Association (BALPA) identified that they needed to look at the design and sales strategy of their member title “The Log”, which is distributed to over 14,000 pilots worldwide. After a two stage pitch, TAP was appointed to handle the whole process from re-design, production & print to distribution. Ad sales for the title and related products will be handled by TAP’s in-house sales team.
BALPA’s Head of Communications, Emma Chisholm commented “We are delighted to have appointed the The Ad Plain to manage the publication of our member journal ‘The Log’. We feel that working together with TAP will produce a fresh and dynamic new publication that will surprise and delight our 14,000 readers. With the combination of professional editorial, a stunning new design and TAP’s excellent ad sales team, we hope to attract the high quality advertisers that will appeal to our professional pilot membership”. The Relaunch of The Log is scheduled for August. |
TAP APPOINTED AS UK AGENCY
The Mexican Tourist Board has appointed TAP as their UK partner advertising agency.
The brief incorporates media planning and buying, creative and production services for the UK market. |
DIGITAL DELIGHT FOR GABBITAS
 TAP Digital is developing web solutions for Gabbitas Education. Gabbitas, is a leading international specialist in educational recruitment and consulting. We are working closely with their team to improve the design, structure and performance of their online presence in 2008. |
BATTLE OF THE BRANDS AT iSPY 2008
 On the final day of this year’s ISPY awards, The Ad Plain set up a creative workshop for Mars®. The idea was, that with creative direction from TAP, the different groups could create a poster to educate the staff about the brand from the brief provided. The 4 brands involved were Mars®, Celebrations®, Galaxy® and M&Ms®. The cabin crew teams only had just under half an hour each to complete the task and with some direction from Leonard, Rob, Katie and Sule, the teams did really well and had great fun.
Mars®, Celebrations®, Galaxy® and M&Ms® are registered trademarks of Mars and its affiliates. © Mars 2008.
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PENALTY SHOOT OUT AT iSPY 2008
To make sure that the M&M's® brand was well and truly remembered this year, The Ad Plain also organised another penalty shoot out (with just a hint of it's a knock out!) with the old favourite M&M's® characters keeping goal. Our very own Katie and Oliver were getting into character under the suits and Oliver had to be restrained several times after getting into character just a little too much. The penalty winner this year was Jo Whinder who scored 3 times in just 4.2 seconds. Jo wins a paid for weekend break with VIP tickets to hit musical Mamma Mia!
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CHRISTMAS SNOWBALL GAME WINNERS!
Well, many of you found the game annoyingly addictive and thanks to your efforts, Duncan was able to deliver his presents after all.
If you enjoyed our Christmas snowball game why not get us to give you a quote for your e-card next year? If you are one of our 10 lucky winners - congratulations.
Please give Rob a call +44 (0)1491 837117 or email him and let us know the address you would like us to send your prize to.
Underwater Digital Camera:
- Kelly Taplin - Tiger Beer
- Lupita Ayala - Mexico Tourist Board
- Steve Smith - Empowered Learning
Digital Sudoku Game:
- Mark Tuson - Mello Media
- Joe Harvey - Aer Lingus
- Martyn Westbury - Mars
- Richard Spencer - Diageo Global Travel Retail
- Kevin Warburton - CW Agencies
Digital MP3 Player:
- Robert Atkinson - NP Design
- Ken Williams - Easy PC
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ZERO INC PACKAGING MAKEOVER COMPLETED
TAP were appointed earlier this year by The Zero Group to help with their positioning in the travel retail sector for Carlo, Carlucci and Zero brands.
After a new corporate identity, packaging & literature range and PR campaign, things are looking good. |
TAP DIGITAL LAUNCHED
2007 saw the start of our digital division and successful projects have already been completed for Empowered Learning, Luckley-Oakfield School and Zero Group. Already we are in talks with some major airlines regarding specific projects so watch this space… |
TAP WIN FIRST CHOICE CONTRACT
 After reviewing their revenue generating opportunities over the last year, First Choice have contracted TAP to identify, set strategy and sell predeparture and ambient advertising opportunities on their behalf.
This will include ticket book sales as well as opportunities onboard all First Choice Airways aircraft. |
ZERO USE TAP FOR THROUGH THE LINE ACTIVITY!
 Zero Group, a leading international supplier of travel retail products, has appointed us to implement a strategic marketing campaign. The campaign will review the positioning of the company’s three key brands – Carlucci, Carlo and Zero Inc – including re-packaging, trade and consumer advertising and PR.
Zero Group’s Carlucci (premium jewellery range), Carlo (fashion jewellery) and Zero Inc (electronic travel goods) will be repositioned to give a new look and feel that is relevant to the travel retail marketplace.
At the same time, the Zero Inc range of electronic travel goods will be re-packaged to give a modern, crisp identity to boost sales in the main retail outlets across airlines, cruise ships and airports. The new retail concepts will be reinforced by new-look consumer and trade advertising.
Commenting on the appointment of TAP, Geoff Hutley, group managing director of Zero Group, said: “We are delighted to be working with TAP, and believe that a new strategic marketing approach combined with TAP’s broad experience in the travel sector will help strengthen our brand identity and improve sales. In the short to mid term, we are looking to revitalise our product offerings from advertising through to point of sale and to consolidate our already strong position in the marketplace. |
AER LINGUS APPOINT TAP
TAP has just created Aer Lingus’ first crew magazine designed to help inter company communication and in-flight sales. The new magazine has gone down extremely well and is already having a positive effect.
“We have been extremely progressive as a company over the last few years and we really needed a crew communication tool that was informative as well as credible. From what we had seen, TAP were the natural choice and we have not been disappointed. The look, feel and content have exceeded even our expectations."
Joe Harvey
Cabin Crew Sales Manager
Aer Lingus |
ALTITUDE BREAKS 100,000 ABC!
It is official – altitude now has the second biggest circulation of all the UK in-flight titles. In the Audit Bureau of Circulation’s concurrent release (15 February 2007) altitude was second only to British Airway’s in-flight title with a circulation of 100,030. An ABC audit is an absolute guarantee to advertisers that there money is not being wasted with smaller than claimed print runs.
With the exciting re-branding at Excel Airways, issue 2 of altitude (Winter 06/07) had a slightly different look. This can also be seen in issue 3. Once again we have exceeded ad revenue target despite fairly difficult market conditions and the magazine has been well received by passengers. |
EXCLUSIVE! ISPY RESEARCH 2007 FINDINGS
Working for some of the major tour operators and travel retail brands in the UK, we once again felt it important to lead the way in the service sector with yet some more unique research.
After commissioning Morgan’s to conduct some in-depth interviews with some of the best selling cabin crew from around the world.
We have gathered data which we feel will directly benefit our clients in the airline and travel retail sector. Here is a summary of some of the key findings:
- There are still too many sales missed due to inaccurate forecasts of demand for different routes.
- Most crews felt celebrity endorsement helped sell products, especially fragrances and cosmetics.
- The standard of in-flight meals is still poor adding to a weak customer experience.
- In-flight snacks, specifically in the budget sector are insufficient and crew believe lead to a loss in sales.
- Those snacks onboard are seen as too expensive as prices are easy to compare.
- Crew feel that the majority of passengers (61%) read or browse the in-flight magazine.
- The better the (crew’s) perception of the magazine, the longer it is read.
The Ad Plain report was compiled by Morgan’s Research following interviews conducted on 25 January 2007 at ISPY. |
I SPY 2007
 Once again we supported the ISPY event as a sponsor. TAP Produced all the literature for this high profile event with nearly 40 airlines taking part from around the world. We also were a sponsor of the race night and it seems a good time was had by all. We continued to take advantage of the fact that the world’s best cabin crew and their managers were all in one place at the same time and commissioned Morgan’s Research to interview the crew regarding in-flight revenue. We believe that the qualitative approach we took this year will deliver some excellent research. Thank you to all who took part and we will email you a short summary of the findings as promised. |
GOAL !!!!!!!!!!!
 On the awards night we organised our second event of the last few months for Masterfoods. Our penalty shoot out to win your weight in M&M’s went down extremely well with all the crews and the popularity proves that football certainly does cross the cultural divide (or was that down to the chocolate). |
"HERE'S TO GOOD HEALTH"
The Ad Plain was appointed to help develop and handle the long term sales for Network Health Dietitians Magazine.
Having worked with NHD for over 6 months now, the early indications are looking really good for sales on the title and once again we have exceeded sales targets.
www.nhdmag.com
Late last year, Geoff Weate, MD of NH Publishing Group commented "The Ad Plain has hit the ground running and has managed to exceed early sales targets whilst developing a future sales base. I've never been more confident about making a business decision than appointing them”. |
TONIC MAGAZINE
Astonport has appointed The Ad Plain to launch Tonic Magazine. The magazine, although launching into the Crowded Women’s Magazine market, has some unique USP's and as such displays massive potential. Aimed at a slightly older audience (30-55yrs), the magazine will display more wholesome and conscious content.
Sarah Flower from Astonport
had this to say:
"The Ad Plain are more than an agency for us, they are as passionate about our venture as we are and strive to do all they can to make sure that everything runs smoothly by going that extra mile. It is an absolute joy to work with such a professional and honest and we consider ourselves very lucky to have found them."
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