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
Persons lifted
227k
+9.7 pts × 2,350,000 reached. Range 51k to 403k.
Cost per person lifted
£1.85
Range £1.04 to £8.16. Travel, long-haul demo benchmark £2.40.
Lift at 3+ exposures
+13.9 pts
Range +3.2 to +24.6. 35% of exposed people saw it 3+ times.
Core message played back
33%
Exposed, unprompted. Control: 9%.
Frequency curve
When does extra frequency stop paying?.
Consideration lift by number of exposures, from media data, each against the full control group.
1 exposure
105 people · 35% of exposed
+2.5 pts
−7.7 to +12.6
2 exposures
90 people · 30% of exposed
+13.1 pts
+1.7 to +24.5
3+ exposures
105 people · 35% of exposed
+13.9 pts
+3.2 to +24.6
Range clear of zeroRange includes zero: no measurable change
Placements
Which placements did the work.
Placement each person saw most, from media data. Reads are directional: each rests on a slice of the exposed group.
Heathrow digital screens
£110,000 · 83 people
+21.4 pts
+9.5 to +33.3
Underground 6-sheets
£95,000 · 87 people
+13.4 pts
+1.9 to +24.9
Meta video
£120,000 · 88 people
+3.8 pts
−7.2 to +14.8
Travel podcast reads
£95,000 · 42 people
−9.0 pts
−21.9 to +4.0
Range clear of zeroRange includes zero: no measurable change
Creative
Which ad did the work.
Creative each exposed person recognised. Same control group for both.
“Golden hour”
Landing at LAX as the sun drops into the Pacific, the same day you left · 162 people
+12.1 pts
+3.0 to +21.2
“Window seat”
A slow pan across the cabin to a window seat at dawn · 138 people
+6.8 pts
−2.6 to +16.2
Range clear of zeroRange includes zero: no measurable change
Search
Share of search.
Northmere Airways share of branded category searches, campaign regions against matched regions without the campaign.
| Regions | Before | During | Change |
|---|---|---|---|
| Campaign | 14.2% | 16.9% | +2.7 |
| Matched | 13.8% | 14.3% | +0.5 |
Difference in differences: +2.2 share points. Market-level signal, read alongside the survey, not instead of it.
Site
Site visits.
Consenting panel members with passive measurement: share who visited the airline's site during the flight.
+2.6 pts
6.6% exposed (212) vs 4.0% control (198). Range −1.8 to +6.9.
AI answers
AI answer visibility.
Share of 40 category prompts where each assistant mentions the brand, before and after the campaign. From the SpinProof AI answer audit. Before and after, not a controlled test.
ChatGPT22% → 31%
Gemini18% → 24%
Perplexity27% → 35%
Copilot15% → 18%
Smallest lift the full sample can detect: ±10.5 pts. Slices have fewer people and wider ranges.
Demo data. Fictional airlines, illustrative results generated for this demo.