Go Aer Lingus for Less Green

BOSTON Interpublic Group’s Hill, Holliday, Connors, Cosmopoulos this week breaks a new print campaign for Ireland’s national airline, Aer Lingus, the agency said.

“We are committed to continue our unique blend of quality customer service and a traditional ‘Irish welcome’ now with lower fares,” said Jack Foley, executive vice president of Aer Lingus, North America, in a statement. “We are thrilled with the work developed by Hill, Holliday and the results it has produced for our business in terms of increased bookings.”

The new executions feature green copy on a white background. One ad has the headline, “The national airline of redheads, cute accents and free connections to Europe.” Another declares, “The national airline of late nights, new friends and low fares.” The campaign employs the tagline, “Fighting for cheaper skies.” The overall market positioning of Aer Lingus is “The national airline of low fares.”

Work breaks this week in a variety of newspapers and Irish publications including The New York Post, New York Daily News, Newsday, The New York Times and Irish Echo. Hill, Holliday’s New York office handles the account.

Campaign spending is undisclosed. In 2004, Aer Lingus spent $3 million on ads, per TNS Media Intelligence.

“Our work for Aer Lingus seeks to identify its unique position among trans-Atlantic airlines,” said Stacia Goddard, vice president and managing director at Hill, Holliday in New York, in a statement. “As the ‘national airline of low fares,’ Aer Lingus owns a specific identity—one that reinforces the ‘Fighting for cheaper skies’ message, but one that also talks about quality, value and service.”