PROJECT: Full page colour magazine advert
CLIENT: Flybubble Paragliding
GOAL: To make pilots visit the Flybubble website when searching for trips, training or equipment. To build the image of Flybubble to help it stand out in a competitive marketplace. To increase social media engagement (Facebook page, YouTube channel) and most importantly, increase email newsletter signups. To get pilots thinking about summer early.
Skywings is a monthly magazine for members of the British Hang Gliding and Paragliding Association with a circulation of over 6,000. This is the February advert, printed in the heart of winter when pilots are pining for the sun, feeling isolated and dreaming of going on a flying trip.
This advert answers that need. Instead of listing trips and products, the idea is to entice pilots to the website and newsletter so they are actively looking for something rather than being sold something. The idea that helps to engage pilots with an emotional response is 'summer'.
The search bar supports the idea of connecting with Flybubble through social media, with the underlying idea that when you are looking for something in life nowadays you can just search for it. The 'like' button is useless in print, but it's a bit of humour. They can't click it there, so they find their computer, type in the website address and get interactive.
The newsletter info is placed in a prominent position, with the call to action—'join us'—inviting any response: signing up to the newsletter, visiting the website, coming on a trip, liking Flybubble on Facebook or checking out the YouTube videos, or calling that number.
Using the photo of crowded cab with smiling faces helps to communicate the idea of Flybubble being a team, a family that goes to fun places together, and that you are welcome to join it. It says 'the search is better with friends, and here we are, Flybubble, and there's our number and website. Oh, and we're also the best place to buy all your kit, in case you happened to be thinking about getting something for the coming summer?'
The crowded picture space, slanted framing and primary colours of red blue yellow (and green) help to add energy, noise and the idea of slightly rowdy fun. The lightness in the foreground and darkness in the background helps to create some depth to draw the viewer into the scene and up to the key message.