Dial a Flight is one of the oldest booking agents. While very successful, they suffer from being one of the first to market when the phone was more important than the then fledgling internet. Then their name was perfect for booking flights on the phone, now they offer not just flights but the whole holiday package and much of it is on line.
So we need to make Dial A Flight sound modern again, but retain their traditional personal edge as a personal phone service, I can talk to one person and they do everything. Also it’s not just about flights anymore, its Dial a holiday.
We took the dial element of their name and used it in a colloquial way, I can dial up this, I can dial up that. We filmed an ad showing every element of a holiday that they had arranged in a glossy TV that really made the company seem stylish and up market.