Time for take-off: Advertorials now published in airline magazines


ICF Mostra worked with the European Commission’s Directorate General for Enlargement to develop a campaign which would seek to raise awareness of the EU enlargement process among Europe’s citizens. One of the tools used to convey this message was a highly-visual advertorial, which has recently been published in a range of European in-flight magazines.

The challenge

Given the sensitive and political nature of the topic in question, ICF Mostra worked intensively with the DG in order to identify the right tone and key messages to speak to the target audience.

The challenge for ICF Mostra’s content and creative teams was to produce an attractive advertorial, which would be engaging for both business and holiday travellers, while still conveying the essence of the EU’s enlargement policies.

The outcome

The final version married a light-hearted content style, including modern graphic design elements, with the most important aspects of the enlargement process.

So far the advertorial has appeared in both English and French versions in Air France, German Wings, Turkish Airlines, Austrian Airlines, Montenegro Airlines and JAT (Serbia) in-flight magazines.

What’s next?

Looking ahead to 2015, the advertorial will continue to be published in the in-flight publications until June. ICF Mostra will also continue to work with the new European Commission to help it reach out to and communicate its enlargement policies with the citizens of Europe.


http://ec.europa.eu/enlargement/ http://ec.europa.eu/enlargement/


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