SkiftAds: Gogo Wi-Fi campaign can’t wait for leisure travelers

Source: Skift
Author: Dennis Schaal

Gogo, the in-flight Internet connectivity firm, is at it again with a new ad campaign, and this one is designed to entice more leisure travelers into using its service.

After all, Gogo recently commissioned a survey indicating that only 29% of leisure travelers were aware of the company, compared with 50% of business travelers.

Given the fact that business travel may ebb during the summer, a leisure-oriented advertising campaign at this juncture comes right on time.

The latest ad campaign revolves around the theme, “I can’t wait for 10,000 feet!” Here’s the video:

One traveler, waiting at the gate, says he can’t wait to get on on board and online to search for “the hottest disco in Albuquerque.”

And a woman passenger, seated on a flight in between two rambunctious kids, says she can’t wait “to book a vacation from this vacation.”

Meanwhile, a voice-over in the ad indicates that the Gogo Internet service will help users find “destination deals, shopping, and more.”

Thus, the campaign does not emphasize business-oriented pursuits such as accessing email from the office, spreadsheets or being productive.

Gogo — some will undoubtedly say, thankfully — has apparently abandoned its obnoxious Trav Lehrman character, who kicked off the company’s first national campaign, which was not particularly leisure-travel oriented. Here’s one such ad in the series of Lehrman spots from 2011:

AdAge has more details about Gogo’s “I can’t wait for 10,000 feet!” blitz, which it says runs nationally on Google TV and locally in several major markets.

There also will be a digital component, billboards, and ads in airline magazines, AdAge says.

If leisure travelers, according to the campaign, can’t wait to fly and fire-up their laptops and tablets, then Gogo can’t wait for its hoped-for IPO to get going.

Gogo, in trying to raise funds to foot its international expansion, filed its IPO prospectus in December and saw the IPO market dry up.

Meanwhile, it probably “can’t wait” to see how Kayak fares in its attempt to go public on July 20.