MONARCH BACK ON TV

18/07/16

Monarch has launched its new brand awareness campaign, kicking off with a TV ad which first aired on 11 July.

The advert highlight Monarch’s friendly, genuine and caring cabin crew, for which the brand is well known. Monarch cabin crew are renowned for going ‘above and beyond’ and providing excellent service to customers. 

Created by award-winning direct response agency WDMP, the advertisement will be aired for four weeks starting on 11th July during Channel 4’s show ‘Superfoods’. Audiences will also see the ad on many other channels including much of the Sky TV network as part of a multi-channel campaign.

To ensure this is conveyed in a genuine way, Monarch chose to use its own operating cabin crew to appear in the ad. It features Priya Mehta, from London Gatwick Airport; and Vasco Mendonca, Martin Crowder-James and Geri Dargan, all based at Manchester Airport. 

Cabin crew ‘star’ Geri commented:  “Filming the ad was great. I’ve been cabin crew for almost 20 years – and I love my job.  But it’s not every day you get to star in your company’s television advertisement!”  Vasco added:  “I’m looking forward to being asked for my autograph in my local supermarket!”

The ad is part of a complete brand awareness campaign which will rollout across social media, radio, email, digital and outdoor advertising all based on the new creative.

Ian Chambers, Head of Digital and Marketing at Monarch commented: “The TV ad and multi-channel campaign has been created to reflect Monarch’s values and highlight the warmth of our customer service. ‘Our people make us’ is the end line for the advert and the story is very genuine.

“It was very important for us to use members of Monarch cabin crew, not actors as these are the real people who serve our customers on a daily basis and we were very excited with the result.”