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Location:
eastern suburbs, melbourne
Registered:
March 2005
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Re: Lynx Jet
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Wed, 30 November 2005 23:06
 
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Exclusive: In a “groundbreaking” move by Unilever globally, the giant food and homecare conglomerate is launching its own international airline for male deodorant brand Lynx on Sunday (Nov 13) in Australia.
The Lynx Jet, a Boeing 717, will initially fly routes along Australia’s eastern seaboard and will be “competitively priced” against local carriers such as Jetstar and Virgin Blue.
A frequent flyer programme – the Lynx Jet Mile High Club – is also planned.
Lynx Jet, brainchild of the brand’s Australian creative agency Lowe Hunt, was a collaborative effort between Unilever and its Lynx communication agencies Lowe Hunt, Draft and Universal McCann.
The airline’s launch is seen by Unilever management as a way of strengthening the brand’s relationship with its core young male target audience through unconventional media channels.
According to Lowe Hunt group managing director Ben Colman, Lynx Jet reflects the trend for brands to create real world experiences “so people can have a sense of touch and feel of the brand in a unique Lynx sort of way”.
The unveiling of the airline is being supported by a multi-faceted campaign including TVCs and radio spots on the Nova Network to air from this Sunday November13.
The lynxjet.com website will also go live on Sunday and enable visitors to book trips online.
A commemorative special edition Lynx deodorant, called Lynx Jet, will soon be available on supermarket shelves to mark the arrival of the new airline.
Unilever’s senior brand manager for Lynx Anthony Toovey said the company was “enormously proud” of the airline, describing it as a “groundbreaking activation for Unilever globally”.
Said Lowe Hunt creative director Adam Lance: “It’s a once in a lifetime opportunity to be involved with launching an airline. Doing so with a brand like Lynx and out-Bransoning Branson along the way makes it doubly special.”
Colman added that the airline would be the key pillar of Lynx’s marketing activities between now and 2006. Lynx Jet’s future, he said, would depend on how well it was adopted by its teen and early 20s male target market.
“Based on the popularity of the service and how [the target audience] embrace it, it could be the start of something big and who knows where we could end up,” he added. “Who would’ve believed that Lynx would launch an airline but Unilever’s excitement about this has been the key driver in getting it up and running.”
Tickets go on sale on the lynxjet.com website on Sunday, when flight details and prices will be available.
http://www.lynxjet.com/
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| | Subject | Poster | Date |
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Lynx Jet
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Simon | Wed, 30 November 2005 08:58 |
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Re: Lynx Jet
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Corona RT142 | Wed, 30 November 2005 09:01 |
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Re: Lynx Jet
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Simon | Wed, 30 November 2005 09:03 |
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Re: Lynx Jet
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mc68 | Wed, 30 November 2005 15:37 |
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Re: Lynx Jet
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illuminatus | Wed, 30 November 2005 23:06 |
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Re: Lynx Jet
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Corona RT142 | Wed, 30 November 2005 23:16 |
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Re: Lynx Jet
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Simon | Thu, 01 December 2005 07:39 |
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Re: Lynx Jet
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Toobs | Thu, 01 December 2005 10:32 |
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Re: Lynx Jet
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gianttomato | Thu, 01 December 2005 11:59 |
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Re: Lynx Jet
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PMP020 | Sat, 03 December 2005 00:27 |
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Re: Lynx Jet
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river | Sat, 03 December 2005 07:18 |
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Re: Lynx Jet
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48xmax | Tue, 06 December 2005 00:06 |
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Re: Lynx Jet
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MR 1JZ | Mon, 12 December 2005 06:32 |
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Re: Lynx Jet
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Simon | Mon, 12 December 2005 07:08 |
