New route: London to Los Angeles.
Did the launch campaign for the new non-stop Heathrow to Los Angeles route shift consideration among long-haul travellers?
- Audience
- UK adults 25 to 64 who have taken a long-haul return flight in the last three years
- Fieldwork
- 21 Sept to 9 Oct 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
Page one · four questions answered
Every number links to the Evidence File01Did it work?
Yes, +9.7 points
Consideration, the pre-registered KPI. 95% range +2.2 to +17.1.
02How sure are we?
600 verified people
Built to detect a 10.5-point lift. False recall on the decoy ad: 4.3%.
03Why did it work?
Frequency and the core message
Lift reached +13.9 pts at 3+ exposures. 33% of exposed people played back the core message, against 9% in control.
04What next?
£1.85 per person lifted
23% under the demo benchmark of £2.40. Shift weight to Heathrow digital screens; retire “Window seat”.
Results
Every KPI, full sample.
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
71% exposed vs 66% control
+5.3 pts
−2.1 to +12.8
Ad recall
35% exposed vs 21% control
+14.0 pts
+6.9 to +21.1
Favourability
48% exposed vs 45% control
+2.7 pts
−5.3 to +10.6
Consideration
Primary KPI38% exposed vs 28% control
+9.7 pts
+2.2 to +17.1
Booking intent
16% exposed vs 11% control
+5.0 pts
−0.5 to +10.5
Message: non-stop to LA
26% exposed vs 9% control
+17.0 pts
+11.1 to +22.9
Shaded: under ±10.5 pts can't be detectedRange clear of zeroRange includes zero: no measurable change
Recommendations
What to do next.
Written by the Reporting agent from the computed tables, then checked and signed by a researcher.
- 1Report a confirmed consideration lift of +9.7 points (95% range +2.2 to +17.1). This is the pre-registered KPI on the full sample.
- 2Plan for three or more exposures. Lift was +13.9 points at 3+ against +2.5 at one, and 35% of exposed people saw the campaign only once. Fewer regions at higher weight would get more people to 3+.
- 3Move weight from Travel podcast reads (−9.0 points on £95,000) towards Heathrow digital screens (+21.4 points). Placement reads are directional: each rests on a smaller slice of the exposed group.
- 4Retire “Window seat” (+6.8 points). “Golden hour” did most of the work (+12.1 points).
- 5Cost per person lifted was £1.85, 23% below the travel, long-haul demo benchmark of £2.40 (range £1.04 to £8.16).
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 Sep, Meta Ad Library showed Sterling Atlantic 39, Crestway 17, Halden Air 11 active ads, against 22 for Northmere Airways.
- Share of search. Northmere Airways held 13.4% of branded category searches in Aug, before the campaign.
- AI answer visibility. Mentioned in 22% of ChatGPT, 18% of Gemini, 27% of Perplexity, 15% of Copilot answers to 40 category prompts (SpinProof AI answer audit).
Media
What ran.
- Spend
- £420,000
- Target reach
- 2,350,000
- Impressions
- 18.6m
Out of home at Heathrow and on the Underground, Meta video and travel podcast reads.
Campaign 7 Sept 2026 to 4 Oct 2026. Exposure is confirmed by recognition, a decoy ad and media data, not assumed from where people were surveyed.
Persons lifted, frequency and placementsDemo data. Fictional airlines, illustrative results generated for this demo.