“We Got You” Jingle
Reclaiming the Skies with Machel Montano.
Recognition: GOLD WINNER - 2018 ADDY Awards
By partnering with Machel Montano and creating a “monster” Jingle, Caribbean Airlines successfully regained its position as the premier airline of the Caribbean.
Services
Client
Caribbean Airlines
Year
2018
Role
Creative Director,
Lonsdale Saatchi & Saatchi
Challenge
In 2017, Caribbean Airlines faced stiff competition with the entry of JetBlue into the Caribbean market, prompting the need to reclaim its position as the region's premier airline.
This move by JetBlue posed a significant threat to Caribbean Airlines’ longstanding position as the dominant carrier in the region. With JetBlue’s reputation for competitive pricing and quality service, Caribbean Airlines faced the urgent task of defending its market share and reaffirming its status as the preferred airline among Caribbean travellers. The emergence of JetBlue introduced heightened competition and raised the stakes for Caribbean Airlines, necessitating a strategic response to maintain its foothold in the market.
Goal
To reestablish Caribbean Airlines as the top choice for Caribbean travellers, the decision was made to partner with soca superstar Machel Montano.
Together, they created a powerful jingle that resonated across the region, reigniting the airline’s connection with its audience.Recognizing Montano’s immense popularity and influence throughout the region, Caribbean Airlines saw an opportunity to leverage his star power to reignite the airline’s connection with its audience.
Collaborating closely with Montano, Caribbean Airlines crafted a captivating jingle that encapsulated the vibrancy and spirit of the Caribbean, resonating deeply with travellers across the region. This collaboration not only breathed new life into Caribbean Airlines’ brand identity but also reinforced its cultural relevance and affinity with the Caribbean community. The powerful jingle became more than just a marketing tool; it became a symbol of Caribbean pride and unity, cementing Caribbean Airlines’ status as the top choice for travellers in the region.
Result
The collaboration with Machel Montano proved to be a game-changer for Caribbean Airlines, with the Jingle becoming a regional sensation.
Widely played on radio, shared on social media, and performed at fetes and concerts, the jingle captured the hearts of Caribbean people, reaffirming Caribbean Airlines’ status as the airline of choice for the region.
The collaboration with Machel Montano proved to be a game-changer for Caribbean Airlines, with the Jingle becoming a sensation. Widely played on radio, shared on social media, and performed at fetes and concerts, the jingle captured the hearts of Caribbean people, reaffirming Caribbean Airlines’ status as the airline of choice for the region.
