Eve of a new dawn for Luton Airport
Posted in Advertising, Marketing, Branwell Johnson, Latest reporters' blogs April 24th, 2007 by Branwell Johnson
Can long-standing brand associations ever been truly overturned? It’s a task confronting Smarter Communications as the agency introduces “Eve”, a stylish, sophisticated drawn icon for London Luton Airport representing chic modern woman-hood.
The new character is meant to help the airport position itself as a trendy, exciting and vibrant alternative to staid Gatwick or Heathrow. However, those with long memories will immediately be thinking of cockney sparrer Lorraine Chase when Luton Airport is mentioned. She actually appeared in an early 70s ad for Campari (pictured) rather than the airport – but her estuary English response to the question “Were you truly wafted here from paradise?” was one of those playground catchphrases of a generation - “Nah, Luton Airport.”
It certainly gave the airport a set of associations, although probably not ones it wanted. Having said that, the line and delivery did demonstrate the brash, meritocratic attitude representative of easyJet and Ryanair, airlines key to Luton’s success. Maybe if Eve is ever animated and voiced in a TV ad it could be time to recall Ms Chase to the studio?
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