Campaign for Air India gets new, non-stop service off to a fast start
With senior level corporate executives as the primary target,
Herman Associates' campaign announcing the start of Air India's
daily non-stop flights from New York's JFK Airport to Mumbai
included a mix of newspapers, such as The Wall Street Journal,
three top business travel magazines, and a three-week radio
campaign in the New York Metro Area.

The ads highlighted the new, much faster flights as well as the state-of-the-art comfort and amenities featured in the First and Executive Class cabins of Air India's brand new Boeing 777 LR "Worldliners." Both the media plan and creative strategy embodied in the ad's headline, "Our new, daily non-stop flights from JFK to Mumbai will sweep you off your feet," were very effective in gaining the attention of the target audience. As a result, First and Executive Class bookings for the first three months of the new service were well above the airline's expectations.