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Today I’m guest-blogging at Duets Blog, a publication of Minneapolis trademark-law firm Winthrop & Winestine. Food service on airlines may be disappearing, but food names on airlines are thriving, thank you very much. While the ‘vanilla’ is synonymous with ‘safe and boring’ in the English-speaking part of the world, it’s nothing of the sort to Japanese says McCann Worldgroup senior strategic planner, Sakura Irie.
This particular ad is the only one I’ve seen that uses word play; other ads for the mobile app use a straightforward benefit approach (and depict the QR code that’s the whole point of the pitch).
My latest column for the Visual Thesaurus looks at how a very old English word, livery, has changed meanings over the last 700 years. My interest is in a much more recent definition of livery: the distinctive look of a vehicle or product.
Full access to the Visual Thesaurus story is restricted to subscribers (who also get to read all the other great content on the site). Meanwhile, in general usage livery’s meaning gradually shifted to “a servant’s uniform,” on the one hand, and “the renting out of horses for a fee,” on the other. That figurative sense is the one preserved nonfiguratively in American Airlines’ “logo and livery.” But the path from Bard to brand was neither straight nor swift. Unfortunately, what we’re more likely to see in ads is the comma fault (also called the comma splice), in which a comma weakly struggles to bridge two independent clauses. At LaGuardia, we’re starting over with a brand new Delta Sky Club®, locally influenced restaurants, and revamped gate areas with iPads that let you order food right to your table (and play games while you wait). I don’t care about the iPads: it’s the serial comma after “restaurants” that made my heart swell with happiness.
I was also pleased not to see a hyphen between “locally” and “influenced”—an all-too-common error.
The title of this post is meant to be a pun on “Off We Go into the Wild Blue Yonder,” the US Air Force Song (lyrics and music here).
You may already search the Web on an Apple, make a phone call on a BlackBerry, and go shopping with a Plum card. Peach is the name of Japan’s new budget airline, which will begin domestic flights next March from its base at Kansai International Airport. According to a press release, “Peach” was chosen because of the fruit’s association with “youthfulness, energy, generosity, and longevity.” The Japanese word for peach is momo—the name of the well-known Manhattan restaurant group Momofuku means “lucky peach”—but it’s the English word that will appear in all branding materials. Counterintuitively—to English-speakers, anyway—the official color of Peach isn’t peach: it’s fuchsia. I detected another echo of the past—indeed, the British past—in the Peach Aviation press materials. On a much larger scale, but still in storytelling mode, is South Africa's Kulula Airlines. In compiling this list, I found myself marveling that—despite two serious economic downturns— so many major brands were founded, or came to prominence, during the '00s. Missing from the list: Amazon and eBay, which were founded in 1994 and 1995, respectively, and had already made a significant impact in the 1990s. Ace Tank & Fueling Equipment’s Ace FuelSafe® Trailer Systems, available through Source North America Corporation, enable the safe storage and mobile supply of up to 1,500 gallons of fuel via custom manufactured tank-and-trailer systems. At Fuel Marketer News we cover all things related to fuels—from industry news to management and operational features. Coors Light has teamed up with sporting goods brand K2 Sports on a campaign that aims to get consumers excited about a new line of skis and snowboards via SMS.In addition to a text-to-win promotion, Coors Light is also using its Facebook page for the sweepstakes.
Marketers significantly beefed up their mobile advertising this year with tactics that go beyond driving in-store traffic and instead use branded apps, search and integrations into third-party navigational apps such as Waze to lure in interested consumers. Here are the top ten location-based advertising campaigns this year, in alphabetical order.
20pc of adidas mobile store locator visits result in in-store trafficAdidas, iProspect and Google worked together earlier this year to measure the impact that mobile search has on in-store traffic.
First, adidas linked mobile search campaigns with location extensions to drive consumers who were searching for a store straight to the store locator page on the brand’s mobile site. Adidas' mobile siteIPropsect then used adidas’ internal data to estimate that one in every five clicks on the store locator page led to an in-store visit.
The companies then theorized that 20 percent of in-store visits result in a purchase with an average order value of $80, making each store locator click worth $3.20 and resulting in a 680 percent incremental lift in ROI.
Adidas’ campaign underscores the importance that linking up mobile and in-store traffic is playing for marketers. Best Western mobile ad generates 0.95pc CTRBest Western ran a location-specific campaign in the state of Washington around airports and competitors to encourage consumers to book a hotel. Best Western worked with PayPal Media Network on the campaign that let consumers either book a hotel instantly or view a map.
The campaign also shows the potential for mobile advertising to sway last-minute sales as consumers rely more on their mobile devices to make travel decisions on the spot. Coors Light propels foot traffic via location-based mobile adsMillerCoors’ Coors Light took a unique twist to drive traffic into bars and restaurants.

The beer brand ran mobile ads inside sites and apps such as The New York Post and CBS News during the football playoff games.
Coors Light makes mobile advertising localWhen consumers clicked on the ads, a branded landing page with a map is brought up that shows nearby restaurants that serve Coors Light products. Since Coors Light likely will not be selling a beer directly through mobile any time soon, a location-based ad is a smart way for the brand to drive consumers into locations to try one out. Dairy Queen tries location-based advertising to increase summer foot trafficDairy Queen bet on mobile advertising this year with a campaign to show consumers where they can find Orange Julius locations inside the ice cream shops. Banner ads within Fandango’s mobile site expanded when clicked on to pull in a map of nearby locations. Orange Julius locations plotted on a mapIn 2013, mapping data and location has increasingly become more sophisticated, and Dairy Queen’s ad shows the gains that marketers have made in terms of driving foot traffic through mapping.
Fiat helps Waze users find nearby relaxation spots to avoid trafficAutomaker Fiat was one of several brands to leverage the mobile application Waze this year to serve up location-based ads to consumers.
Fiat tries Waze in BrazilWaze was acquired by Google in June for $1.03 billion to help the company strengthen its location-based offerings, and other brands including Universal Pictures and Interscope Records have also leveraged Waze with local, relevant offers.
What is interesting about Waze as a marketing platform is that the app has its roots as a utility service that uses live maps to offer consumers turn-by-turn directions, making ads less of a distraction since they are surrounded by relevant information. The campaign ran within the Pandora iPhone application and pulled in several pieces of information to eliminate the need for a landing page. Jack in the Box's location-based adsQSRs lead the pack of industries leveraging mobile advertising to drive in-store traffic, and Jack in the Box’s ad shows the gains that marketers are making in perfecting the location-based ad. Outback Steakhouse leverages mobile location to target competitors' customersOutback Steakhouse was one of many brands to take standard geo-fencing up a notch with geo-conquesting.
The steakhouse chain ran a campaign that generated a 78 percent lift in click-throughs for ads that were served within five miles of a competitor’s location. The Outback Steakhouse mobile adsAdditionally, post-click activity was highest on the portion of the campaign that was targeted towards competitors.
Outback’s campaign highlights the growing role of location for marketers this year in driving in-store traffic.
Peter Piper tries location-based advertising to build SMS databasePizza chain Peter Piper rolled out a pilot program to several of its Texas locations this year that targeted in-app ads to consumers who were nearby stores.
The ads were day-parted to either serve lunch or dinner offers to consumers and included a call-to-action that prompts consumers to type in their mobile phone number to join Peter Piper’s SMS program.
The Peter Piper adsTo build an ongoing relationship with consumers after they clicked on the mobile ad, Peter Piper chose to start building up an SMS database, pointing to the need from marketers to load mobile ads with calls-to-action that drive long term engagement. The brand used location data to identify consumers who had previously visited Vespa and Moto Guzzi dealers and then retargeted them with location-specific ads.
The location-based mobile adsAccording to PGA, the average consumer buying a Vespa spends two to three months researching before they buy.
The post check-in ads aim to serve up relevant offers and content based on the location of a check-in. Or we can think long and hard about two new ad campaigns that use hard in a specific, modern way. My post, “Fly the Tasty Skies,” looks at new airline names borrowed from the produce aisle. South Africa has Mango Airlines*, India has SpiceJet, and Japan has Peach, which I wrote about in 2011.
AirAsia Japan, which is wholly owned by ANA, the country’s second-largest air carrier, has been rebranded as Vanilla Airlines. Much is made in the press coverage of the report that AirAsia “sifted through” a list of 200 names, as if that number were astronomical and newsworthy. Livery comes from Latin liberare, to liberate, via French livere, and it originally meant an allowance of clothing or food provided by a master to his servants or animals. You may have noticed this usage in stories earlier this year about American Airlines’ first new visual identity in 45 years.
Unlike many examples of contemporary commercial jargon, it first cropped up in the Old World and took more than a century to cross the Atlantic.
Granted, the serial comma is a style choice, not a black-and-white rule, but it’s a choice I happen to prefer. Nevertheless, when I searched for “wide blue yonder” I got more than 180,000 hits, including the title of a movie, the title of a novel, the title of an Oysterband album, and the name of a web-design company.
Peach Air was a UK-based charter airline (part of Caledonian Air) that operated in 1997 and 1998.
My list is slightly skewed toward my personal interests—technology and retail—but I think it's a fair reflection of the decade. The research investigated how communications and entertainment devices are used in vehicles. Ace’s portable boiler and generator supply and return systems provide a reliable and durable solution for companies that need to supply fuel to stationary or mobile emergency power generation systems. KleerBlue offers a wide selection of onsite DEF fueling equipment solutions that are weights and measures approved.

Encompassing a content rich online web magazine, weekly e-newsletter, vendor marketplace and event-focused print magazines—it reaches fuel marketers, jobbers, distributors (wholesale and retail), retail dealers, terminals, truck fleets, transportation companies, fuel suppliers, service distributors, tank operators and lubricant distributors. From refinery supply to terminal and bulk plant storage to transportation via pipeline, barge, rail and truck, to wholesale distribution and retail marketing, we cover topics from a high-level management overview down to the operational details. The rum brand has done much in the mobile marketing space and is continuing its momentum with a revamped mobile Web site.
This will continue into 2014 as marketers tie in additional pieces of data indicating intent to make mobile campaigns more contextually-relevant. As marketers look to better understand mobile’s value, similar tests will likely be done in 2014.
When consumers click on a branded icon, copy encouraged drivers to pull over and take a break from the traffic. Instead, consumers could type in their ZIP code to find a store location straight from the ad unit itself. The campaign generated an 11 percent lift in conversion actions such as finding a nearby store than standard geo-fenced campaigns. As geo-fencing has become more mainstream in the past few years, geo-conquesting is a way for marketers to differentiate their campaigns and win over consumers with aggressive offers.
Therefore, utilizing location data keeps the brand top of mind for consumers, and PGA was able to target only the consumers who are interested in its products. It's heartening to see how many great instances there are of brands succeeding with location-based advertising. JetBlue’s new Mint, which began operations last month, is just the latest entrant in a category that includes Peach, Mango, Vanilla, and Spice. The copywriter could have used a period, which would have been equally correct; but it would have created a more staccato rhythm instead of gentle undulation. Ace FuelSafe® also offers portable dispensing systems that enable cost-effective and convenient on-site refueling of jobsite vehicles, mobile aviation fuel delivery and bulk refueling in remote locations with limited access. From compact handcarts to portable delivery skids, KleerBlue has everything you need to meet customer demands. Mobile Marketer’s Giselle Tsirulnik interviewed Billy Burgess, Stockholm, Sweden-based interactive marketing manager at Malibu Rum. Ace Tank’s FuelSafe® custom trailer systems are engineered to be as “turnkey” as possible with fill components, vents, gauges, etc., mounted and plumbed during fabrication. KleerBlue’s 4×4 Portable Delivery Skids can be loaded in a box truck or trailer with totes or a tank. Our touch fueling program is asset based with a barcode system so you can receive asset reporting nightly, and your invoices are broken out in a detailed and easy to read format. Here is what he said.What has Malibu Rum done in the mobile space in terms of mobile Web, applications, SMS and advertising?Both the global team and country specific markets have been active in the mobile space over the last two years.
The towable fuel tanks are developed in close consultation with the client to ensure that the mobile fuel solution works for the exact needs of their application.
Additionally, you will receive nightly pricing alerts for greater transparency and cost management. Oregano?) In my professional experience, 200 names is a modest number to be developed for a major rebranding. Participants were given different activities and questions for each day and were prohibited from using their mobile devices while in their vehicles.
Our generator mobile fueling can be done on a contractual basis, or a remote monitoring basis, depending on your company’s specific needs.
Paul, MN New York, NY San Francisco-Oakland-San Jose, CA Seattle-Tacoma, WA Washington, DC Nokia Interactive Advertising helps brands reach the potential global audience of 3.3 billion consumers with mobile devices. The participants included four lifestyles: parents with children, parents with teens, road warriors (on the road for work beyond commuting to and from the office) and young adults ranging from ages 18-34.
G2 Marketing saw that some of the participants felt deprived and punished that they were not able to use their mobile devices, while others felt it was refreshing, but would not adopt it as a change in personal lifestyle. Additionally, countries have locally executed SMS programs to support events and sponsorship. Users who participate in either the SMS or Facebook campaign can win a variety of prizes, including a trip to the Silver Skis Lodge in Crystal Mountain, WA. Henriksson said."Metro Targeting makes it simple for advertisers not necessarily interested in reaching all markets, or that want to alter a message for a specific market," he said. Additionally participants felt that if restrictions were imposed then they would switch to hands-free devices, but would not give up their handsets completely.
Therefore, with the launch of Radio Maliboom Boom and this year’s limited edition bottle Malibu by U, the site was updated with relevant content to engage users with these campaigns globally.

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