ALLEGIANT - “TOGETHER WE FLY”

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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.

Live Action:

• 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.

Stills:

• Print, billboard, social, and web.

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PRODUCTION NOTES:

Talent

• 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.

Locations

• 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.

Crew

• 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.
• 6 person crew (2 cameras, sound, director, stills photographer, 2 producers

Travel

• 11 days on the road with a stealthy crew.

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FLIGHT MAP: Shooting in 8 States in 11 Days

• From Utah to
• Georgia
• North Carolina
• South Carolina
• Florida
• Indiana
• Wisconsin
• Arizona
• back to Utah

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RESULTS: Proven results. Showcasing the best of the airline driving engagement and sales up.

• 37% increase in bookings
• 34% increase in digital users

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