The work: First Choice has the largest economy seat pitch of any UK airline and our brief was to communicate this to travel agents across the country. We developed a competition and gift pack, plus a brand mascot, who featured as both a pen and in cartoon form. Ozzie the Ostrich, whose long legs are accommodated in First Choice’s luxurious seats, has proved hugely popular.

The effect: at 17%, the competition response rate exceeded any previous campaign; longhaul bookings increased significantly in the weeks following the mailing; while agents love their Ozzie pens so much they keep asking for more.