 Well the year has got more and more interesting and being heavily involved in the travel sector has seen some challenging situations - from Swine Flu to rollercoaster oil prices. Luckily we have been involved in some positive new initiatives shaping the travel industry. None more so than GalleyFM which we launched at the end of May. Already the site is demonstrating the sheer enthusiasm there is to be found in the cabin crew community. With just a soft launch we are already looking at projections of over half a million page impressions in the first year. The site really demonstrates what we can achieve in our digital division.
Other wins this year include Soft Egg which is HP’s fastest growing computer reseller in the UK and global Agricultural giant Monsanto.
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GalleyFM.com goes live!
 The Ad Plain is proud to announce the arrival of the first comprehensive website designed just for cabin crew. It will really fill a gap in this buoyant market place.
The site covers topical issues as well as gossip, competitions, offers, a live forum, destination reviews and real time information. The site is a real showcase of TAP digital’s capabilities.
www.galleyfm.com
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AND THE WINNERS ARE...
 Thanks to everyone who played our christmas game. As promised we have 11 lucky winners. They are as follows...
Seed Of Change Box
Nabeel Shariff - Sri Lanka Tourism Bureau
M&M's
Lauren Kerr - Virgin Airways
Paul Shepard - Rising Sun Dive Centre
Tom Haskell - The 7 Stars
Ed Hyde - Soft Egg
Sarah Bird - Lockton Political & Credit Risks
Claire Garner - Eylure
Lorraine Hampstead - Ford Fleet
Mark Wesley - Windles SIS
Pat Soden - BT
Chris Wills - The MANSON Group
If you see your name listed above. Please email rob@theadplain.com with your delivery address. |
NEW APPOINTMENT
 Monsanto, the leading oilseed and rape breeders, has appointed TAP to handle media planning and buying in the UK. Monsanto is a key player in the Agricultural sector which is becoming more and more relevant to the world’s food and environmental issues.
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ISPY 2009 PENALTY SHOOT OUT
 TAP organized yet another highly contested penalty shoot out for Mars at this year's ISPY week. The competition has become something of a folk tradition at the annual industry event. With giant-sized M&M's® keeping goal, the football competition was bravely contested between over 70 participants, with the aim to score as many goals from three attempts in as quick a time as possible.
The winner was Joe Harvey, Cabin Crew Manager, Sales & Service for Aer Lingus. Joe from Dublin scored three clean strikes in an impressive 2.54 seconds. It seems Robbie Keane can keep his day job however, since Joe was later heard commenting “The keeper was rubbish!”. Joe wins 2 tickets to hit musical Mamma Mia and overnight accommodation at a 4 star London hotel.
Proving that the girls have as much footballing prowess as the boys, second place went to Alicia Long, Cabin Crew Executive for Singapore Airlines, who scored 3 goals in 6.32secs.
Martyn Westbury, International travel retail manager for Mars, was impressed by the high standard of play at this year’s event and had to donate £20 towards charity in recognition of his own less than impressive goal attempts.
Footage from the iSPY penalty shoot-out can be seen here.
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TAP HELP MEXICANA TAKE OFF!
 On 17 January 2009, Mexicana launches a new route from London Gatwick direct to Mexico City.
TAP has supported the launch in conjunction with the Mexican Tourist Board by creating and planning a large format advertising campaign around London with extensive national press support. Mexicana is the 4th largest airline in the world.
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MEXICO LIGHTS UP LONDON
TAP has planned a prime backlit campaign to support the global World Travel Mart event in London. The combination of these sights with Underground activity will tie in with national press and quality magazine activity.
Director of the Mexican Tourist Board commented, “We have a very rigorous selection process in choosing our partner agency and we are delighted to be working with TAP. They have already demonstrated great knowledge of the UK marketplace and adapted to our working infrastructure.
The Mexican Tourist Board is a brand that has certain values and TAP has quickly understood these values and already shows significant savings when negotiating and buying media space.”
Manuel Diaz Cebrian, Director Mexican Tourist Board UK & Ireland. |
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. |
