Mullen Won’t Compromise on Eos

BOSTON Mullen’s debut effort for Eos Airlines positions the premium-class carrier as “Uncrowded. Uncompromising.”

One print ad from the Interpublic Group agency in Wenham, Mass., shows the stands at a tennis event. People are packed in tight, except for one area where a couple stretch out and relax with almost no one else around, save for a waiter hovering nearby. The text begins, “By removing the crowds, Eos Airlines completely transformed transatlantic travel. No lines, no waiting, no stress—just plenty of freedom to relax and enjoy the trip.”

Eos flies between New York and London 32 times per week, and the media buy includes print, billboards, kiosks and sponsorships in those markets.

Somewhat offbeat (though appropriate) promotions are also in the mix, such as skywriting and “VIP Eos Class Seating” at two upscale New York fashion shows.

The client operates Boeing 757 airliners; though the planes can hold more than 200 passengers, each Eos flight is designed to accommodate 48 travelers. The carrier guarantees horizontal “flat-bed suites” that offer 21 square feet of space and a high level of personalized service. Eos launched in 2005, and ticket prices have run as high as $3,000, though some promotional offers have been around $1,100 for a one-way fare.

One recent Eos competitor is Maxjet, which promises “Space. Comfort. Service. Value” on its “all-business class” flights between London and the U.S. Maxjet’s prices are generally lower, but its planes carry about twice as many passengers as Eos. Other rivals for some customer segments include British Airways and Virgin Atlantic.

Mullen added Eos as the year began, soliciting the client’s business based on the shop’s travel and destination acumen. Mullen estimated initial ad spending at $6 million.

Stephen Mietelski wrote the copy; Michael Ancevic handled art direction.

Adam Komack, svp, markting at Eos in Purchase, N.Y., said, “The areas in which we demonstrate our caring and commitment to our guests extend way beyond what travelers expect from an airline, so it’s appropriate that we’ve moved beyond traditional airline imagery in the ads.”

Eos has not been heavily marketed in the past, doing mainly some newspaper ads through various New York shops.

Mullen also works for MassMutual, Orbitz.com and Wachovia, among others.