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
Results
Every KPI, in one table.
Absolute points first, with a 95% range. Relative lift sits beside it, never in the headline. The smallest lift this sample can reliably detect is ±10.5 points.
| KPI | Exposed | Control | Lift | 95% range | p | Relative | Read |
|---|---|---|---|---|---|---|---|
| Aided awareness Which of these airlines have you heard of? (Northmere Airways selected) | 71.0%213/300 | 65.7%197/300 | +5.3 pts | −2.1 to +12.8 | 0.16 | +8% | No measurable change |
| Ad recall Have you seen or heard any advertising for Northmere Airways in the last four weeks? | 35.3%106/300 | 21.3%64/300 | +14.0 pts | +6.9 to +21.1 | < 0.001 | +66% | Lift confirmed |
| Favourability Overall, how do you feel about Northmere Airways? (very or fairly favourable) | 48.0%144/300 | 45.3%136/300 | +2.7 pts | −5.3 to +10.6 | 0.51 | +6% | No measurable change |
| ConsiderationPrimary Would you consider Northmere Airways for your next long-haul trip? (definitely or probably) | 37.7%113/300 | 28.0%84/300 | +9.7 pts | +2.2 to +17.1 | 0.01 | +35% | Lift confirmed |
| Booking intent How likely are you to book with Northmere Airways in the next six months? (very or fairly likely) | 16.0%48/300 | 11.0%33/300 | +5.0 pts | −0.5 to +10.5 | 0.07 | +45% | No measurable change |
| Message: non-stop to LA Which airline now flies non-stop from London Heathrow to Los Angeles? (Northmere selected) | 26.0%78/300 | 9.0%27/300 | +17.0 pts | +11.1 to +22.9 | < 0.001 | +189% | Lift confirmed |
Pre-registered sub-groups
Consideration by sub-group.
Only these five cuts were registered at Gate 2. Each p-value is Holm-adjusted for the five tests, so a lucky sub-group can't become a headline.
18–34
Age · 87 vs 91 people · Holm p 0.81
+1.7 pts
−12.6 to +16.0
35–54
Age · 131 vs 128 people · Holm p 0.01
+17.1 pts
+6.2 to +28.0
55+
Age · 82 vs 81 people · Holm p 0.68
+7.0 pts
−7.3 to +21.2
Flies long-haul twice a year or more
Segment · 110 vs 93 people · Holm p 0.43
+9.9 pts
−3.2 to +23.0
Everyone else
Segment · 190 vs 207 people · Holm p 0.19
+9.3 pts
+0.1 to +18.4
Shaded: under ±18.2 pts can't be detectedRange clear of zeroRange includes zero: no measurable change
How to read this
What we will and won't claim.
- Headline. The primary KPI on the full sample: consideration +9.7 points, range +2.2 to +17.1.
- Sub-groups. After Holm adjustment, 35–54 still shows a lift clear of zero. That is a secondary finding, not a headline. Each sub-group has fewer people, so its range is wider, and differences between sub-groups are not tested.
- Relative lift. Shown for reference only. A small base makes relative lift look large: a 3-point move on a 10% base reads as +30%.
- Exposure. Exposed means seen in market and confirmed by recognition, the decoy-ad check and media data. Ad recallers alone are never used as proof.
Demo data. Fictional airlines, illustrative results generated for this demo.