Melbourne’s Avalon Airport targets travellers ‘disgruntled’ with Tullamarine
Melbourne’s Avalon Airport is marketing itself to “disgruntled travellers” as the alternative to using Tullamarine Airport.
Created by Hammond & Thackery, the campaign is running across a series of freeway billboards and digital advertising and aims to target travellers looking for an alternative to the rival Melbourne airport.
Avalon Airport marketing manager Tess Cameron said: “We wanted to create awareness in the market in a humorous way, that people do have a better option when commuting to and from Sydney.
“The Sydney to Melbourne flight is the most popular flight route in Australia, so instead of jostling with others in queues, navigating congested car parks, and dealing with the general confusion at other major airports, travellers can take advantage of Avalon Airport’s easier and friendlier experience.”
The airport’s website has also been re-branded to complement the campaign.
Or even Tullamarine.
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Why doesn’t anyone ever target ‘gruntled’ people. Seems to me they are significantly under-communicated to by brands
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True. We, the gruntled masses feel overlooked.
I would add that whelmed people are missing out as well.
BTW – “Fly domestic without having one” is a nice line.
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Almost one woman is killed every week in Australia by an intimate partner.
in 3 women experience physical violence; and almost 1 in 5 women experience
sexual violence since the age of 15.
Domestic violence is no joke . That is a tasteless and appalling tagline.
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Really, Mike? There’s nothing funny, clever or tasteful about using references of domestic violence for a campaign tagline. Unless it’s an ANTI DV campaign.
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Really Chelsea. This line is not referring to domestic violence, it’s just a play on words referring to peoples frustrations flying domestic at Tullamarine. You can spin a negative on any headline if your that way inclined, I guess you are….
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I like the line…. let’s keep some perspective people!
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@Chelsea don’t confuse feminism with stupidity, you do a disservice to both.
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Let’s see, ‘domestic’ is an adjective which can be linked to a noun to form a compound noun. Like ‘domestic disagreement’ or ‘domestic disturbance’ or ‘domestic bliss’ or ‘domestic argument’ or ‘domestic violence’ or even, thanks to Australia, You’re Standing In It, ‘domestic blindness’. In the context of the phrase ‘without having one’ only ‘domestic disagreement’ or ‘domestic argument’ actually work. ‘Without having a domestic violence?’ doesn’t work. You would have to be really fixated on that for it to be the first or only thing to spring to mind. My wife and I reserve to the right to have disagreements and call them ‘domestics’. Another bunch of kneejerk political correctness responses to something which will only to be taken the wrong way by people who want to get incensed about something.
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