Low-cost air travel takes off with 1time

Glenn Orsmond, CEO of 1time Airlines, says: "We wanted an agency that shared our corporate culture - young, vibrant, ambitious. DDB fit the bill. They understand our brand and have the audacious personality we wanted.

"We want more than brand reverence from our agency. We wanted to work with people who share our passion for selling genuine low-cost air travel. DDB have the resources we need and the flat structures that ensure buy-in from every member of the agency."

Agency managing director Glen Lomas says: "We researched their product offering. We repeatedly flew with 1time and were genuinely impressed. They are warm and welcoming. You get better service for less. You feel like a million dollars even though you pay nickels and dimes.

"They have embraced the true low-cost model. 1time's direct competitor trims a little off the national carrier's fares. The new entrant takes a cleaver to domestic air travel pricing, sometimes chopping fares by more than half.

"That's only half the equation. The quality of the service creates surprise value. This is reflected across the entire campaign."

Creative elements have been developed for all consumer touch-points, including new livery and logos for 1time's fleet of DC9 and MD82 aircraft.

The work comes from creative director Mike Frampton and the husband-and-wife creative team of Phil and Flash Mailer.

In line with 1time's approach to pricing, DDB created a performance-related fee structure for the client that rewards the agency for bum-on-seats success.

"We're set to soar," says Lomas, "but only if ticket sales take off. That's how it should be if you commit to advertising effectiveness and partnership with your clients in the quest for sales success."

The campaign broke in mid-July with new radio and print ads, setting the scene for television advertising from month-end.