Creative direction
Laura Mitchell
We tested both concepts with the regional sales team, and the routes idea landed much better with people who talk to airlines every day.
Sarah Chen
That matches what we saw in the first round. Let’s lead with Fly the routes you love and keep safety as a supporting message.
Ben Fischer
For social we can cut two hero versions from the same shoot, so the budget for the thirty second spot can move to January.
Laura Mitchell
January works for us. Legal will want to see the final hero frames before anything goes out.
Media plan
Christina Moreno
I’ll pull the channel split together tonight. Paid social carries most of the first two weeks.
Laura Mitchell
Good. Keep search ready to switch on as soon as the creative is approved.
Rollout timeline
Sarah Chen
Let’s lock the dates. Soft launch on November ninth with paid social, then search follows about a week later.
Laura Mitchell
Can we keep a buffer before Thanksgiving? Our approvals usually take four or five days.
Ben Fischer
Then I’ll send the revised rollout plan on Friday with the approval windows marked.
Sarah Chen
Perfect. Christina, can you share the final hero concepts with legal by the fourteenth?
Christina Moreno
Yes, I’ll have them over by Tuesday so there’s time for one round of changes.