Do We Still Listen to Print Ad Content?
As a New Yorker who has his feet to the streets virtually every day of the week, I still like reading the urban art form of print ad campaigns on pay phones, bus stops and trains. In a world of digital advertising in which content development is far more forgiving, (with links that take you in limitless directions to further explain what they are trying to communicate), I like the discipline of a print ad that has only so much space and so many words available to make its point. Combined with a great graphic to communicate the value proposition, it still works... and works well. In fact, according to http://www.marketingprofs.com print advertising continues to flourish with a 43% share of local retail advertising. But, we're not doing a CMO’s evaluation, we are simply looking at the impact of the content development and the reasoning behind one of Delta's Airlines phone booth ad campaigns--bite by bite. Bon appetite.
Airplane food. Yuk! It’s a classic oxymoron, along with peacekeeping missiles, political science, and greater Cleveland. That’s why we think Delta Airlines has a winner in this version of its ad campaign, in which the marketing content promotes meals prepared in-flight by real chefs serving real food for its BusinessElite passengers.
“New York Food.” Internationally held in high regard. People recognize and respect the high style and diversity of New York’s cuisine.
“Not Airplane Food.” The only kind thing that might be said of those small, sticky, microwaved morsels, is that they’re better than peanuts. (OK, not really.) Still, when you’re squeezed into a seat at 10,000 feet, stomach growling, you’re grateful for the flavor-free turkey sandwich.
“Elevated Dining.” We love the clever double meaning. The writer who came up with this tag deserves high-fives from the entire creative community.
The models in the photo hint at that diversity: the large, well-fed chef assures us that serious meat will be involved; his petite, elegant, delicately featured cohort suggests the inclusion of a French influence in the menu, perhaps even a side of hericot verts. Most impressively, she raises her spoon to actually sample the food. (Hard to imagine airplane food suppliers doing the same.)
Black & white photo. Smart choice. A color shot would not have said classic nor captured the sophistication. Delta’s red logo soars in bold contrast to the black and white, connecting the brand with its promise of a finer dining experience.
Delta. You got my attention, aroused our curiosity, and actually made me consider flying Delta on one of my more frequent routes that one can afford business class. The food must be awfully good. Oh, wait—that’s an oxymoron too.