Creative TestReleased· Released to you
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
Step 7 of 7 · Released3 of 3 gates signed
- DraftGate 1
- ApprovedGate 2
- Fielding
- Closed
- AnalysedGate 3
- Signed off
- Released
Open ends
What each ad told people.
“In your own words, what was the ad trying to tell you?” Coded into themes by the Reporting agent and checked by a researcher.
“The extra inch”
Ad A
More space and legroomCore message
44%
Arrive restedCore message
14%
Quiet, calm cabin
8%
Unclear or wrong brand
19%
Other
16%
“Quiet zone”
Ad B
More space and legroomCore message
12%
Arrive restedCore message
20%
Quiet, calm cabin
36%
Unclear or wrong brand
21%
Other
12%
“Arrive rested”
Ad C
More space and legroomCore message
21%
Arrive restedCore message
42%
Quiet, calm cabin
13%
Unclear or wrong brand
14%
Other
11%
More space and legroom
Core message- “You get more legroom in Premium Economy.”
- “Extra space without paying business prices.”
- “The seat is bigger.”
Arrive rested
Core message- “You land and actually feel human.”
- “Better sleep so you're not wrecked.”
- “Arrive ready for your holiday.”
Quiet, calm cabin
- “It's quieter back there.”
- “A calm cabin.”
- “Less noise.”
Unclear or wrong brand
- “Not sure what it was selling.”
- “A hotel?”
- “Thought it was Crestway.”
Other
- “Something about value.”
- “Flying is nicer now.”
- “Travel more.”
Verbatims are written for the demo, not from real respondents.