Turner Broadcasting System’s Cartoon Network has debuted a new advertising vehicle onboard Spirit Airlines. Turner Media Group brokered the deal, an interior plane wrap of images of Bugs Bunny and his fellow cast of characters onboard Spirit Airlines planes. It coincides with the recent launch of the all-new series The Looney Tunes Show on Cartoon Network.
Cartoon Network developed eye-catching custom graphics with production media company Global OnBoard Partners transforming the interior of the entire fleet of Spirit planes into an immersive experience featuring Bugs Bunny, Daffy Duck, Porky Pig, and other Looney Tunes characters.
The wraps appear on the overhead bins, skyline panels above the windows, bulkhead walls, and tray tables of three of Spirit’s Airbus A320 aircraft from April 30 till June 30, 2011. Other Spirit aircraft, including its fleet of Airbus A319s and A321s, will feature Looney Tunes characters on tray tables until early June.
“The use of onboard advertising on Spirit Airlines is a perfect way to promote our all-new series The Looney Tunes Show to traveling families,” said Vicky Free, VP, 360 consumer marketing for Turner Broadcasting’s Animation, Young Adults & Kids Media group (AYAKM). “Our team at Cartoon Network, created original artwork that brings the modern personalities of the Looney Tunes characters to life and the experience planes showcase them in a relevant and fun way like no other media venue can.”
The average interaction time with the campaign being 2.5 hours on each Spirit aircraft flying throughout the US, Caribbean, and Latin America. While traditional advertising provides consumer recall of only 5-12%, the Looney Tunes experience provides recall rates of up to 94%, proving passengers remember the brand and message after they have exited the aircraft.
RBR-TVBR observation: Definitely something passengers will not be able to miss. Being a captive audience for an entire flight helps boost that number to 94%. It’s a short flight — no pun intended — so it shouldn’t get to the point of being annoying, but rather remain refreshing for the one- and two-month run. Too bad most of the campaign’s exposure will be adults. However, Spirit does fly to numerous vacation destinations, so the airline was probably well-picked to reach the highest number of youth demos.