Continental Airlines turned to us in the midst of a heated competition for soon to be granted non-stop international air routes. Continental’s proposed New York to Shanghai option was complicated by the lack of an Open Skies agreement with China and required Department of Transportation (DoT) approval.
We developed a dynamic strategic messaging strategy focused on the unique economic opportunities that only a New York to Shanghai route could foster and the complete lack of non-stop service between the two commercial centers. An in-house DoT television network provided a unique opportunity to present that message in video form to the precise target audience that would make the decision.
Our ad campaign and strategic messaging carried the day. Continental Airlines was awarded the route and became the sole non-stop carrier covering the 7,000 miles between New York and Shanghai.