Eos Airlines – uncrowded & uncompromising

Eos Airlines has earned a loyal following among business and leisure travellers since it launched service between New York and London in late 2005. Eos pioneered its single-class premium service - “Eos Class” - on the strength of an innovative cabin design in which 757s that normally hold 220 passengers are reconfigured with only 48 “suites.” Now, Eos is launching a brand campaign that expands on the benefits of this “uncrowded” experience for the airline’s guests.

Jack Williams, CEO of Eos Airlines, commented, "The ‘Uncrowded. Uncompromising.’ campaign captures the true essence of what the ‘Eos Class’ experience is all about. Our best-in- class employees, flat-bed suites with 21 square feet of personal space and everything else that is necessary for an extraordinary experience, is what ‘Eos Class’ provides - minus the crowd." He continued, "The removal of the crowd is what makes all the other best-in-class services that much more authentic and pleasurable to our guests."

A series of vignettes, which Eos calls glimpse ads, illustrate the benefits that an airline flying 48 guests per flight can offer. The first to run, called “Pond Hoppers,” offers a glimpse of a stylishly dressed young couple arriving at the airport with less than an hour to go before their international flight, which is just fine with Eos. The airline offers curbside guides to assist with fast track check-in, allowing for arrival 45 minutes prior to departure.

Another direction for the campaign brings the “uncrowded” message home. In a tennis stadium, two fans happily occupy a large roped-off area, as an attendant stands nearby. As the headline suggests, they are “Uncrowded in a Crowded World.” The ropes are blue velvet and emerge as an icon in all aspects of the campaign. A forthcoming newspaper ad uses them to separate cluttered editorial copy from the Eos message.

The blue velvet ropes will also make appearances at Eos sponsored special events in New York and London. In New York, street teams will also carry velvet ropes to demonstrate how Eos creates private space even within one of the world's most populated cities.

Print advertising will run in leading business and travel periodicals, and a series of non-traditional brand encounters will be created in outdoor media environments. The campaign breaks in the NYC and London media markets, the two cities that Eos currently serves, and is targeted to premium class travellers in the finance, entertainment and fashion industries, among others. The work is the first from Mullen, which became the agency-of-record for Eos in January of this year. Initial spending is $6 million.

Adam Komack, senior vice president of Marketing at Eos, commented, “The areas in which we demonstrate our caring and commitment to our guests extend way beyond what travellers expect from an airline, so it’s appropriate that we’ve moved beyond traditional airline imagery in the ads. I’m excited that this campaign captures the essence of the travel experience we’ve created -- one that makes going to a meeting across the ocean feel as easy as going to a meeting down the street.”