Auckland Airport says ‘Travel to Another Level’ with Strata Club in new work via TBWA\Auckland
‘Travel to Another Level’ is the positioning, created by TBWA\Auckland, for the launch of Auckland Airport’s Strata Club.
Strata Club is a rewards and recognition programme, available to all international and domestic travellers, regardless of their airline and class of travel, as well as to everyone visiting Auckland Airport’s international and domestic terminals.
Strata Club is a solely digital rewards and recognition programme via the Auckland Airport app. It’s free and easy to join and members instantly receive extended complimentary Wi-Fi at Auckland Airport, as well as special offers throughout the airport.
The creative was used to represent the sense of ease when transitioning through the airport and how easy it is for those travelling, as well as those visiting Auckland Airport to do what they’re there to do.
Says Christy Peacock, executive creative director, TBWA: “We really wanted the creative to represent that feeling of ease when visiting Auckland Airport. The visuals show various Strata Club members moving through the airport easily. Their floating nature represents that sense of calm, relaxation, and enjoyment, as they simply and easily travel to another level with Strata Club.”
Says Jason Delamore, general manager marketing and technology, Auckland Airport: “Strata Club has been designed by our customers for our customers and is helping us offer a rewarding, personal experience to all our customers, every time they visit Auckland Airport. Strata Club is easy to use, convenient, innovative and useful for visitors whether they are travelling or not. We think the creative really helps to tell this story.”
A broad mix of outdoor, in terminal and POS were used in the airport, as well as online digital banners aimed at targeting all visitors to the airport, including travellers and those dropping off or picking up family members, friends or colleagues.
Strata Club rewards visitors with benefits and points for shopping, and for booking Auckland Airport parking and Emperor Lounge visits online. The rewards and recognition programme works through the successful Auckland Airport app. Each purchase accumulates Strata Points, which can be converted to eVouchers to be used anywhere at Auckland Airport.
To complement Strata Club, Auckland Airport is also expanding and refurbishing its premium airside lounge, the Emperor Lounge. The lounge will be renamed the Strata Lounge when it opens later this year.
Client: Auckland
Campaign Title: Strata Club
Agency: TBWA
Christy Peacock – Executive Creative Director
David Sylvester, Watchara Tansrikeat and Melissa Turkington – Creatives
Robyn Budd – Client Service Director
Clare Leitch – Senior Planner
George Sim – Senior Account Director
Mark Paisey – Production Manager
Agnes Ang – Studio Designer
Laura Callan – Studio
Marianne Short – Digital Producer
Luke Mcarthur – Digital Designer
Anthem PR Team
Di Ruela
Carolyn Kerr
PHD Media Team
Paul Ruscoe
Nikola McCarthy
Boyd Hatcher
Production partners
Jauggernaut
Billboard Solutions
Photographer – Steve Boniface
4 Comments
Maybe need the rationale in fine print on the creative, cause otherwise WTF is this?
I’ve seen this at the airport a lot, it’s on counters, in lifts, on doors and in the toilet. And I’ve always wondered what the hell it was, but never bothered to google it. Maybe the line from the press release would have made a huge difference “Strata Club rewards visitors with benefits and points for shopping, and for booking Auckland Airport parking and Emperor Lounge visits online”. Knowing that I may have even bothered to download it. Quite the fail there. Add that line and I bet people will join.
So sad
Nice work Christy & co.