Spanish pilots have had to recycle and become taxi drivers in the absence of airports. It is the argument of Aena’s new campaign, entitled “Another day without airports” and designed by the creative agency M+C Saatchi Spain, with which the airport manager highlights the fundamental role that airports exerted in the development of the economy and society.
The campaign involves the expansion of the creative platform that Aena has been building during the last two years with the intention of value both infrastructure and their own function in airport management. Through humor, he seeks to connect emotionally when moving that his role is not only about coordinating flights, but also making possible human stories.
“Another day without airports” is the continuation of two previous campaigns that have put the importance of airports in Aena’s speech. The first, “one day without airports,” was designed by McCann and imagined the impact of airports in our country on people’s life. The second, “I will walk”, also worked by M+C SAATCHI SPAIN, influenced the concept with a musical spot starring singer David Bisbal.
The difference between this delivery and the predecessors is that instead of focusing on consumers, it does so in professionals in the sector. And these, questioned by the campaign, consider offensive the message that moves and, therefore, are requesting their withdrawal and a public rectification by Aena.
They regret that Aena makes a campaign “that does not reflect respect”
This has been known by the Official College of Pilots of Commercial Aviation (Copac) and the Spanish Union of Air Line Pilots (SEPLA) in two communicated in which they point out that “another day without airports” ridicule the profession. Consider that “The functions and competences of the pilots are banalized, obviating the level of demand and responsibility of our profession“They point out from Copac. And they regret that”The main airport manager of our country makes a campaign that does not reflect respect for the air sector or its professionals”
Along the same lines, from the SEPLA they point out that production banalizes with some professionals “that maintain throughout their working life a maximum level of demand and responsibility and a permanent technical preparation, always with the objective of preserving the safety, efficiency and quality of air transport”
In the same way, they criticize “The mockery tone that distils the campaign“And they point out what is”especially unfortunate“For his”Lack of consideration and respect for our group”
Both associations say they have transferred their position to the presidency and the Communication Directorate of AENA.
From Reason.WHY We have contacted M+C SAATCHI Spain to know its position and update this news as soon as we have more information.
