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Continental Airlines Promotes BusinessFirst Flights
| OPENLOOP, XTP, DOOH
Continental Airlines launched a Digital OOH campaign on the London Underground to announce its five times daily BusinessFirst flights between Heathrow and New York.
The campaign targeted business travellers and featured Reuter’s news headlines at tube stations across central London - a first for CBS’s XTP format.
The campaign was created by Team Saatchi and produced by Grand Visual who incorporated the 20” news feeds into the digital advertising in a scrolling feed from Reuter’s Top Stories, World, Business and Sporting News. The headlines were updated throughout the day using Grand Visual’s ad serving facility OpenLoop and ran every 2 minutes during commute hours.
The activity will be supported by targeted off and online activity including DEPs, taxi media, business press and mobile.
Katie McAuley, Director, Starcom commented, “Incorporating live news feeds into our outdoor advertising allows Continental to deliver the kind of content that matters to their audience, when they’re most receptive.
Dana Maurer, Director of Advertising & Sponsorship Marketing at Continental Airlines added, “We’re excited to be the first to explore live Reuters newsfeeds at central London tube stations as part of our digital outdoor campaign.
"Continental offers a unique experience to the business traveller, offering “little differences” in our service, inflight entertainment and our new flat bed seats. These live newsfeeds are an excellent opportunity for us to deliver this message to our business target before they even board our planes.”