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Continental Airlines

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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.

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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.

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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.