BLUE SKY: THE SUBWAY

Credits & Description:

Category: Best Use of Outdoor

Advertiser: ROGERS AVIATION

Product/Service: BLUE SKY TRAVEL AGENCY

Agency: CIRCUS ADVERTISING

Date of First Appearance: Nov 24 2009 12:00AM

Entrant Company: CIRCUS ADVERTISING, Floreal, MAURITIUS

Manager: Annabelle Sauvage (Adrenaline)

Producer: Yusuf Moreea (Circus Advertising Mauritius)

Media placement: Poster Hoardings - Port Louis Waterfront Tunnel - 24 November 2009



Results and Effectiveness

What happened:
People gathered around the posters of the London Underground and Paris Metro System spending time with them, some could be seen explaining various locations to each other, while others simply explored the city maps of London and Paris. The piece was picked up by the local radio stations who sought out Blue Sky's Brand manager for radio interviews.

The Outcome:
A huge increase in awareness of the Blue Sky service, an increase in calls and clicks to Blue Sky and a 50% increase in air ticket sales.



Creative Execution

How it was done:
In Port Louis, the Island’s capital, a very busy pedestrian tunnel links the City Centre to the Waterfront. It’s a major thoroughfare for our target.

We took a place that is part of the landscape, and for a week, transformed it so that the viewer felt like they were instantly in a European subway system. What helped this feeling of being in Europe is the fact that there is no subway system on the island at all.

As an added touch, real Metro and London Underground signs were made and installed at the entrances to reinforce the idea that the viewer was in Europe.



Insights, Strategy & the Idea

The Mission: To promote Blue Sky Travel, a Mauritian Travel agency specialising in international long-haul travel packages and flight bookings.

The Target: Mauritians visiting the city of Port Louis, the island's busy capital. Many businesses utilise Blue Sky for their corporate bookings due to their reputation for excellent service, and our job was to enlarge that market to the vacationing Mauritian.

The insight: Travel is exciting. It allows one to see new things, and step out of life's routine.

We wanted to use a familiar space, in the city and let people feel transported to a different place.

Relevance: Blue Sky wanted to move its brand to new people, get people talking about it, as well as give the brand an emotional space while still being professional.