Hampel Aims to Broaden Aer Lingus’ Euro Appeal

Hampel/Stefanides is breaking its first U.S. print campaign for Aer Lingus, the national air carrier of Ireland, since winning the account a year ago.
The new ads reposition the client as a friendly airline that flies to all parts of Europe. The new tagline is: “Taking you under our wing.”
Previous work for Aer Lingus, by Weiss, Whitten, Stagliano in New York, focused on the carrier’s Irish heritage and destination, and carried no tagline.
“We needed to destroy the misconception that Aer Lingus flies only to Ireland; it’s a true European carrier with a personable attitude that is uniquely Irish,” said Dean Stefanides, creative director of Hampel in New York.
The pool of three print ads includes a three-page unit opening on a right-hand page with the headline, “Presenting a map for those who continue to believe Aer Lingus only flies to Ireland.” On the next page is a map of Europe dotted with numerous destinations, all identified as Ireland. The copy states that the Dublin, Ireland-based company offers connecting flights to more than 30 European cities.
The ads, targeted at both business and leisure travelers, are running in New York, Chicago and Boston, in such publications as The New York Times. The client wants to make inroads into the market shares of more entrenched European carriers such as Lufthansa and Scandinavian Airlines Systems.
Hampel/Stefanides handles both creative and media planning/buying duties on the $5 million account.