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
Open ends
What people remembered, unprompted.
“What, if anything, do you remember about any airline advertising you have seen recently?” Coded into themes by the Reporting agent; a researcher checked a sample of the coding before sign-off.
New non-stop route to LACore message
Premium cabins and comfort
Sunset and Pacific coast imagery
Price or sale
Mixed up with another airline
Nothing specific
Message playback
Did the core message land?.
33%
of exposed people played back the core message in their own words, against 9% in control.
Unprompted playback is a stricter test than the prompted message question in the results table, so the two numbers differ. Both are in the crosstabs.
New non-stop route to LA
Core message33% exposed · 9% control
- “Northmere flying straight to LA now, no change in New York.”
- “The one about flying direct to Los Angeles. Saw it on the Tube.”
- “New LA flights from Heathrow, non-stop.”
Premium cabins and comfort
20% exposed · 15% control
- “Big seats, looked calm.”
- “Something about sleeping properly on the flight.”
- “Business class beds.”
Sunset and Pacific coast imagery
17% exposed · 2% control
- “Palm trees and a big orange sunset.”
- “The beach at golden hour, looked amazing.”
- “Landing over the coast as the sun went down.”
Price or sale
7% exposed · 11% control
- “A sale on flights, can't remember who.”
- “Cheap fares to somewhere hot.”
- “Prices from something like £600.”
Mixed up with another airline
6% exposed · 9% control
- “Was it Sterling? The blue one.”
- “Not sure which airline it was.”
- “Thought it was a hotel advert.”
Nothing specific
18% exposed · 54% control
- “Can't think of anything.”
- “Nothing really.”
- “Don't remember any.”
Verbatims are written for the demo, not from real respondents.