Staying relevant - Easy. Being original - Tough but not impossible.
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UL504
Scrap art and not final copy.
I
would have executed this marketing communication exercise in response to
British Airways resuming their flights to Colombo.
‘If you flying to Sri Lanka, enjoy our Sri Lankan
hospitality from your journey itself. It makes the destination better’.
That’s
my strategic rationale.
The
concept itself is relatively inexpensive to produce as you already have
in-house models. I have used scrap art from the Internet, multiple situations
in-flight showing the stewardesses interacting with passengers must be photographed.
Always in the passengers’ perspective, so you can imagine and even place
yourself in the same situation.
The
jasmine flowers are to connote charm, relaxation and peace. Much sought after
in the west. They drink jasmine tea to relax and detox.
There
are multiple expressions possible in creative execution, in multi communication
channels, even in-flight and especially in digital media.
The
Sri Lankan Airlines Jasmine Campaign.
We’ll
take you there!
Dhammika Dharmawardhane
Monday, 15 April 2013
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