Creative Approach to Promoting the Priority Pass Brand in Russia
Grow Priority Pass brand awareness in Russia across B2B and B2C segments via creative concepts and native-media campaigns.
Background
Collinson (Central Services) Ltd is the owner of Priority Pass — a programme that gives members access to VIP airport lounges around the world.
Goal
Grow brand awareness of the Priority Pass programme on the Russian market across both B2B and B2C segments.
Solution
Creative Concept Development
When developing the creative concept, it was important to account for the two key audience segments:
B2B — bank staff and top management that offers Priority Pass to its customers as a bank-card benefit.
B2C — holders of premium-privilege bank cards, including the bank employees themselves.
Creative for the B2B Segment
The B2B creatives were grounded in the results of quantitative research conducted among the client’s target audience. We also took the intended placement format into account: the creatives were planned for banking media and screens in bank offices.
Creative for the B2C Segment
For the B2C segment we developed two creative concepts.
The first was built around colour dispersion — the separation of visible light into its constituent colours. By analogy, it suggested that with a Priority Pass card cardholders can paint their world in vivid colours. Key message: “Color your journey”.
The second concept was built around the idea of a comfortable stay at the airport before the flight. Key message: “Journey starts from Priority Pass”.
The advertising format was also accounted for: the plan was to run these creatives in digital and outdoor advertising channels.
* Due to the political situation in the country, the roll-out of this part of the project was temporarily postponed.
Integration in the 2022 Winter Olympics
Alongside the creative concept, we organised placement of promotional materials on Russia’s #1 sports portal, Championat.com, during the 2022 Winter Olympics.
Together with the portal team, we prepared and published an article with native advertising for the client, mentioning the Priority Pass brand in the body text and placing a promotional video at the top of the article.
We also ran a brand integration in Championat.com’s “Ход Коньком” (“Skating”) YouTube podcast — 5 on-air banners plus a native host mention.
Results
Over the 10 days the brand was integrated into the article, we delivered:
- 2.25 million impressions;
- 1.28 million reach;
- 25,000 reads.
The podcast with the ad integration was listened to / watched by nearly 70,000 users.
