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Bing gong...
Cogent Elliott scooped a coveted gold last week at the Roses Awards for its latest campaign for Manchester Airport Group.
The awards, which celebrate creativity outside the M25, were hotly contested and the 48-sheet posters won one of only a handful of golds dished out on the night. The accolade was presented for Best Use of Typography, with the work innovatively communicating the vast array of destinations available from Manchester Airport by creating iconic images from the names of the cities and countries themselves.
But like all the best creative work, it’s more than just a pretty face – as post-campaign research testifies…
Spontaneous ad recall rose to 15% and prompted ad recall rose to 32% from a pre-campaign level of 10%
Post research demonstrated significant ‘agreement’ scores in awareness that Manchester Airport flies to lots of destinations directly and that it is a major international airport
Very significant increase in awareness of Manchester Airport’s large range of direct flights to major US destinations
10% improvement in ‘likely to fly to Europe in 2008’, 12% for the rest of the world and 6% for the US
Booked flights for March to Dec increased for Manchester Airport above all other airports
Increase in likelihood to use Manchester Airport from extended catchment (1-hour-plus drive time)
Those who recalled the advertising were more likely to book from Manchester Airport.