Business class: Arrive ready.
Is the Arrive ready campaign lifting consideration of Northmere business class among UK business travellers?
- Audience
- UK adults who have flown long-haul for work in the last two years
- Fieldwork
- 30 Oct to 13 Nov 2026
- Sample
- 300 per cell · detects ±10.5 pts
- Primary KPI
- Consideration, fixed at Gate 2
- DraftGate 1
- ApprovedGate 2
- Fielding
- Closed
- AnalysedGate 3
- Signed off
- Released
This is a first read, not a result. Fieldwork is on day 8 of 15. Ranges are wide and will narrow as completes come in. The final read runs the plan locked at Gate 2 and goes to a researcher for sign-off.
First read · page one updates as completes arrive
Every number links to the Evidence File01Did it work?
First read: +5.8 points
Not final. Consideration range −3.8 to +15.4 on day 8 of 15.
02How sure are we?
325 of 600 verified
Final range expected about ±7.1 points at 300 per cell. Decoy false recall so far: 4.5%.
03Why?
Too early to say
Already clear of zero: ad recall +10.6 and the core message +7.1 points. Drivers are read once fieldwork closes.
04What next?
Final read 16/11
The locked plan runs as soon as fieldwork closes. Nothing in the plan can change after Gate 2.
Results
Every KPI so far.
Absolute lift in points with a 95% range. A range that crosses zero is reported as no measurable change, whatever the point estimate.
Aided awareness
62% exposed vs 67% control
−5.9 pts
−16.3 to +4.5
Ad recall
29% exposed vs 19% control
+10.6 pts
+1.3 to +19.8
Favourability
44% exposed vs 44% control
−0.1 pts
−11.0 to +10.7
Consideration
Primary KPI29% exposed vs 24% control
+5.8 pts
−3.8 to +15.4
Booking intent
12% exposed vs 8% control
+3.8 pts
−2.6 to +10.3
Message: arrive ready to work
15% exposed vs 8% control
+7.1 pts
+0.1 to +14.1
Shaded: under ±10.5 pts can't be detectedRange clear of zeroRange includes zero: no measurable change
Recommendations
While fieldwork runs.
Written by the Reporting agent from the computed tables, then checked and signed by a researcher.
- 1Hold any claims until the final read. The first read is +5.8 points with a range of −3.8 to +15.4, and the range will narrow to about ±7.1 points.
- 2Keep the media plan as booked until fieldwork closes, so exposure stays comparable across the field window.
Context brief
What the market looked like.
Built by the Intelligence agent before fieldwork, so the survey asked about the right competitors and messages.
- Competitor ads. In Oct, Meta Ad Library showed Sterling Atlantic 46, Crestway 21, Halden Air 10 active ads, against 19 for Northmere Airways.
- Share of search. Northmere Airways held 15.6% of branded category searches in Sep, before the campaign.
- AI answer visibility. Mentioned in 27% of ChatGPT, 21% of Gemini, 31% of Perplexity, 16% of Copilot answers to 40 category prompts (SpinProof AI answer audit).
Media
What ran.
- Spend
- £285,000
- Target reach
- 640,000
- Impressions
- 7.9m
City of London digital screens, LinkedIn video, business podcast reads and business press.
Campaign 26 Oct 2026 to 22 Nov 2026. Exposure is confirmed by recognition, a decoy ad and media data, not assumed from where people were surveyed.
Demo data. Fictional airlines, illustrative results generated for this demo.