Go First Class, Ride Coach

DiBona, Bornstein & Random has launched a branding effort for BostonCoach, a provider of executive ground-travel services throughout Europe and North America.
In addition to print ads appearing in Business Travel Executive, a pair of 30-second spots will air four times a day for a year on the CNN Airport Network, which operates in most major U.S. cities.
The opportunity to catch business travelers in lounges and waiting areas, scanning CNN updates on ceiling and wall monitors, made the airport placement a natural fit, said Stan Bornstein, president of the Boston agency.
One spot follows the contours of a BostonCoach car, its surfaces reflecting landmarks from some of the 450 cities the company serves. “Wherever you travel on business, awaiting your arrival are the best-trained drivers. You’ll find outstanding car service at a comfortable price,” says the voiceover.
The campaign, created on a project basis by DB&R, is the first work the agency has done for the client, a unit of Boston-based mutual funds firm Fidelity Investments. –David Gianatasio