Originally Posted by Fargoo
How many of those arriving at the airport arrived without tickets and subsequently bought with BA at the terminal?
Irrelevant metric to judge the success of a brand campaign.
Originally Posted by Fargoo
How many of those passing the model were drawn to book with BA because of the model?
Irrelevant again. This is a brand, not a product. It's the same reason why you spend money on logos, liveries, uniforms, colour schemes etc. It all builds a brand. Or would you have the aircraft painted grey and the hosties wearing overalls? See
www.brandz.com for more info.
Originally Posted by Fargoo
Compare those numbers with those who visited ba.com because they saw the giant letters ba.com on the side of a bus???
Ah. Now we're getting somewhere. They wouldn't have seen BA.com, they would have seen "Tenerife for £39. Book now on BA.com." This is a call-to-action campaign, and nothing to do with branding.
Originally Posted by Fargoo
Emirates obviously believe it's worth the money as they are leasing the spot next but then again they have a bottomless wallet dont they??
Lets say, they have something of a "throw enough sh1t at the wall and eventually some will stick" approach.
