BACKGROUND: Changing perceptions not grounded in facts; Overcoming the roar of a misleading news story.
It’s amazing what a misleading story aired by a national broadcaster can do to the reputation of a successful, low-fare airline. Within hours, an increase in cancellations and a decline in bookings threatened to put Allegiant Air’s operations in jeopardy.
Marketing shifted into crisis management mode to immediately pivot the conversation and change the perception of the brand. Our campaign strategy was straightforward and honest: Showcase the airline’s most valuable assets, its passengers, and let them tell their real-life stories and what the airline affords them to do – travel.
THE WORK: Creating timeless content to cover every medium. Not only broadcast ready spots, but a library of footage and stills. Shooting Real People with Real Stories.
Broadcast, streaming, social and web
A full commercial packed with B-ROLL from our entire shoot while showing off moments from each of our stories.
Print, billboard, social, and web.
All talent in this spot are real people, there were no paid actors. Talent was a mix of Allegiant customers and individuals we encountered on location.
Actual Allegiant customers giving their true testimonials in speaking roles.
Our team followed customers as they traveled to capture their genuine experiences.
For stills, our producers would approach random people on the street, ask if they wanted to participate, and have them sign a release on the spot.
Our cast of non-paid actors made the spot authentic and relatable to audiences.
All location scouting was done in the field while filming.
This spot featured a mix of unpaid locations and high profile locations like the Florida Derby and a major Arizona campus.
Our producers were able to secure outstanding locations in real time on set.
With the need to be flexible while following our Allegiant customers on their journeys, we executed this shoot with a small crew to ensure agility.