This page captures a few of the accomplishments during my career to date in addition to a summary of the positions I've held. There are also separate sections providing content I'd like to share.
Cheapflights.com
As Senior Manager Global Business Development at Cheapflights.com I worked with over 45 travel endemic advertisers globally to manage their brand presence and conversion on Cheapflights compare search pages. Negotiating CPC, CPM and CPA pricing bids I worked to bring on new advertisers for search, display and email campaigns.
Vantage Deluxe World Travel
As Vice President Airline Contracts and Operations at Vantage Deluxe World Travel I was responsible for nurturing and developing relationships with key international airlines to contract net fares for existing and new programs as required. The current programs offered by Vantage can be found on the company's web site.
United Airlines
My career at United spanned over 16 years in a number of commercial roles including sales, marketing, and product development.
National Account Manager
Regional Marketing Manager - North America
Project Manager - Product Development
International Premium Product (IPP) incorporated an upgraded Business Class seat with an innovative lie-flat design and an enhanced First Class Suite (pictured - I'm second from right). The seats were scheduled for installation over a period of two years on the entire international fleet comprising Boeing 767s, 777s and 747s. The current status and more information about the project can be found at United's special microsite Suitedreams.com.
Marketing Manager Europe
Pan-European advertising
One of the toughest tasks I had to do as Marketing Manager Europe was get buy-in to a global creative campaign which I didn't believe worked for the majority of markets in Europe. The challenges were to maintain consistency of the global brand and advertising creative and to adapt the message and creative to whatever level was feasible within the strict guidelines directed by Head office.
In addition, we had to follow-up with a new campaign on the back of a very successful campaign that had launched in the U.K. A summary of the achievements of the earlier campaign and a recommendation for a follow-up campaign can be found on my slideshare account: http://www.slideshare.net/Tunnicliffe.
In addition, we had to follow-up with a new campaign on the back of a very successful campaign that had launched in the U.K. A summary of the achievements of the earlier campaign and a recommendation for a follow-up campaign can be found on my slideshare account: http://www.slideshare.net/Tunnicliffe.
Marketing Manager United Kingdom
Sailing Sponsorship
In 1998, as Marketing Manager U.K. I confirmed the sponsorship of Ultra 30 racing for a second year. Thereafter over the course of the next three years I developed together with my marketing team an integrated sponsorship of sailing in the U.K. which resulted in the Hollis Award for best low budget sponsorship at annual awards ceremony in London. The sponsorship ultimately incorporated:
- Ultra 30 racing
- Soling and Star class Olympic teams
- Cowes Week including 150th anniversary of the America's Cup
- Sail for Gold Ball
- RYA youth event
A summary of the sponsorship details and return on investment can be viewed on my slideshare account at: http://www.slideshare.net/Tunnicliffe.
- Ultra 30 racing
- Soling and Star class Olympic teams
- Cowes Week including 150th anniversary of the America's Cup
- Sail for Gold Ball
- RYA youth event
A summary of the sponsorship details and return on investment can be viewed on my slideshare account at: http://www.slideshare.net/Tunnicliffe.
Support of two olympic Class bids
Soling Class - Andy Beadsworth, Richard Sydenham and Barry Parkin crew. The sponsorship included assistance with training for the Olympics but not sponsorship at the event itself which was prohibited. In addition the Star Class crew of Ian Walker and Mark Covell was also sponsored. Ian and Mark would go on to win a Silver medal at the 2000 Sydney Olympics.
First Advertisement following the attacks of September 11th, 2001
United was the first airline to re-introduce advertising after the blackout following the terrorist attacks on September 11th, 2001. I worked with United's advertising agency Fallon's London team as well as numerous internal stakeholders to craft an advertisement in the same vein as one that had been produced by United in the U.S. The wording needed to be adapted to fit a U.K. audience. I rank the result as one of my top all time achievements of which I'm most proud.
The text reads:
"United Airlines politely asks passengers to prepare for boarding now.
Before you leave for the airport it's a good idea to check your flight status on our website.
Because of the new security measures, checking-in may take longer, so bear with us if there's a queue.
You can still travel on an e-ticket, just remember to bring a printed itinerary with you.
It would help to speed up boarding if you could keep carry-on items to a minimum, say, one small bag.
Oh, and it might be searched again when you get to the gate.
We appreciate your patience and understanding as we all adjust to the new realities of air travel.
A new campaign followed highlighting the realities of Business Travel in general. The campaign won numerous awards including the Chartered Institute of Marketing Travel Industry Group Gold award for Best Multi-media campaign 2002. This included the TV spots which won critical acclaim: http://www.youtube.com/watch?v=jV35WA9QgGk
The following article detailed Creative Review's 'Pick of The Month'.
The text reads:
"United Airlines politely asks passengers to prepare for boarding now.
Before you leave for the airport it's a good idea to check your flight status on our website.
Because of the new security measures, checking-in may take longer, so bear with us if there's a queue.
You can still travel on an e-ticket, just remember to bring a printed itinerary with you.
It would help to speed up boarding if you could keep carry-on items to a minimum, say, one small bag.
Oh, and it might be searched again when you get to the gate.
We appreciate your patience and understanding as we all adjust to the new realities of air travel.
A new campaign followed highlighting the realities of Business Travel in general. The campaign won numerous awards including the Chartered Institute of Marketing Travel Industry Group Gold award for Best Multi-media campaign 2002. This included the TV spots which won critical acclaim: http://www.youtube.com/watch?v=jV35WA9QgGk
The following article detailed Creative Review's 'Pick of The Month'.
The integrated advertising campaign on TV, out of home, and in print increased consideration to fly United Airlines 32% among U.K. business travelers and 64% among leisure travelers.