Lonely Planet Writer

How one Norwegian airline turned the Brangelina split to its advantage

It was the break-up that came as a shock to all of us, but one airline has turned the news that Angelina Jolie has filed for divorce from Brad Pitt into a clever marketing opportunity. Hoping to attract attention, Norwegian Airlines recently placed a series of tongue-in-cheek newspaper ads in various countries for flights to LA, referencing known heartthrob actor Brad’s newly-single status.

Norwegian Airlines placed a tongue-in-cheek advert around Brad Pitt being single again. Image: Vidar Ruud/AFP/Getty Images
Norwegian Airlines placed a tongue-in-cheek advert around Brad Pitt being single again. Image: Vidar Ruud/AFP/Getty Images

Adverts in British newspapers declared that “Brad is single,”before announcing that a one-way ticket from London to Los Angeles with the airline costs £169. The equivalent advert in Norway, “Brad er singel” offered tickets from Oslo for 1199 krone. Another advert the airline placed was worded like a lonely hearts appeal. “Actor. LA. Newly single. Seeks like-minded partner with GSOH.”

A Norwegian Airlines spokesperson said that the company was pleased that most people saw the humour in its tactics. It explained that it used playful adverts to simply highlight its flights to Los Angeles, and to mirror the conversations that people were having about a high-profile media story.

TV and celebrities can influence choice of holiday destinations.
Brangelina’s split is the subject of Norwegian Airlines newspaper adverts. Image by Dominic Lipinski/PA wire

The newspaper ads come in a week where Madame Tussauds announced that it had separated the waxwork figures of the formerly golden couple. There was also much speculation worldwide about the fate of the various properties Brangelina own around the globe.