Premium Economy launch: three routes for the ad.
Which of three Premium Economy ideas should go to production for the spring launch?
- Audience
- UK adults 25 to 64 who have taken a long-haul return flight in the last three years
- Fieldwork
- 3 Aug to 6 Aug 2026
- Sample
- 200 per cell · detects ±12.8 pts
- Primary KPI
- Consideration, fixed at Gate 2
- DraftGate 1
- ApprovedGate 2
- Fielding
- Closed
- AnalysedGate 3
- Signed off
- Released
Primary KPI
Consideration.
Would you consider Northmere Premium Economy for your next long-haul trip? Control: 28%.
“The extra inch”
Ad A · Holm p 0.389
+6.0 pts
−3.0 to +15.0
“Quiet zone”
Ad B · Holm p 0.912
+0.5 pts
−8.3 to +9.3
“Arrive rested”
Ad C · Holm p 0.034
+12.0 pts
+2.8 to +21.2
Shaded: under ±12.8 pts can't be detectedRange clear of zeroRange includes zero: no measurable change
Secondary KPI
Favourability.
Overall, how do you feel about Northmere Airways? Control: 41%.
“The extra inch”
Ad A · Holm p 0.947
−3.5 pts
−13.1 to +6.1
“Quiet zone”
Ad B · Holm p 0.947
+3.5 pts
−6.2 to +13.2
“Arrive rested”
Ad C · Holm p 0.064
+11.5 pts
+1.8 to +21.2
Shaded: under ±12.8 pts can't be detectedRange clear of zeroRange includes zero: no measurable change
Secondary KPI
Message: worth paying for.
Northmere Premium Economy is worth paying extra for (agree) Control: 22%.
“The extra inch”
Ad A · Holm p 0.399
+5.5 pts
−2.9 to +13.9
“Quiet zone”
Ad B · Holm p 0.904
+0.5 pts
−7.6 to +8.6
“Arrive rested”
Ad C · Holm p 0.008
+13.5 pts
+4.8 to +22.2
Shaded: under ±12.8 pts can't be detectedRange clear of zeroRange includes zero: no measurable change
Secondary KPI
Booking intent.
How likely are you to book Northmere Premium Economy in the next year? Control: 9%.
“The extra inch”
Ad A · Holm p 0.220
+5.0 pts
−1.1 to +11.1
“Quiet zone”
Ad B · Holm p 0.856
−0.5 pts
−5.9 to +4.9
“Arrive rested”
Ad C · Holm p 0.010
+10.0 pts
+3.4 to +16.6
Shaded: under ±12.8 pts can't be detectedRange clear of zeroRange includes zero: no measurable change
Diagnostics
How each ad performed as an ad.
Asked of the people who saw each ad. Brand linkage is the share who named the right airline after viewing.
| Measure | “The extra inch” | “Quiet zone” | “Arrive rested” |
|---|---|---|---|
| Correct brand linkage | 72%(143/200) | 49%(98/200) | 62%(124/200) |
| Liked the ad (top two) | 54%(107/200) | 62%(124/200) | 67%(134/200) |
| Felt different to other airline ads | 40%(80/200) | 33%(66/200) | 53%(105/200) |
Head to head
“Arrive rested” vs “The extra inch”.
The direct comparison between the top two ads on the primary KPI.
+6.0 pts
95% range −3.4 to +15.4 · p = 0.21
Demo data. Fictional airlines, illustrative results generated for this demo.