Flying 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 work running 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, including Boston, New York, Los Angeles and Chicago.
The opportunity to catch business travelers in lounges and waiting rooms, checking out 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, is the first work DB&R has done for the client, owned by Fidelity Investments in Boston.
–David Gianatasio