Presentation made to The Air transport marketing and sales conference from ATO
SOME INSPIRATION FOR YOUR
COMMUNICATIONS FROM AROUND THE
WORLD
…But first, some context
BECAUSE OF INCREASED COMPETITION AND ONLINE PRICE COMPARISON ENGINES THERE IS A THREAT THAT AIRLINE SEATS TODAY CAN BECOME EVEN A GREATER COMMODITY THAN THEY ALREADY ARE
Lower price = Price competition
Grow brand = Brand value competition
TWO SIMPLE WAYS TO COMPETE
WHICH MODEL IS IN A
GREATER USE TODAY?
Lower price = Price competition
Grow brand = Brand value competition
WHICH MODEL IS IN A
GREATER USE TODAY?
Lower price = Price competition
Grow brand = Brand value competition
TODAY’S AIRLINE AD
Do we really want to end up here?
A DIFFERENT WAY
Lower price = Price competition
Grow brand = Brand value competition
HOW TO INCREASE BRAND VALUE USING MODERN ADVERTISING
INSTRUMENTS?
Create an emotional connection
ENTERTAIN CONNECT HELP
How?
ENTERTAIN CONNECT HELP
DELTA AIRLINES: WHERE DOES YOUR BAG GO?
http://www.youtube.com/watch?v=ocbxS5aWUSo
Agency: W+K
DELTA AIRLINES: WHERE DOES YOUR BAG GO?
ENTERTAINMENT STRATEGY:
TO SATISFY TRAVELLERS CURIOSITY BY DEMISTIFYING A SECRET BEHIND
AIRLINE’S WORK
AIR NEW ZEALAND: HOBBIT SAFETY VIDEO
http://www.youtube.com/watch?v=cBlRbrB_Gnc
Agency: WETA Workshop
AIR NEW ZEALAND: HOBBIT SAFETY VIDEO
ENTERTAINMENT STRATEGY:
TO MAKE THE MOST BORING PART OF THE FLIGHT EXTREMELY
ENTERTAINING
ENTERTAIN CONNECT HELP
TYPES OF EXTRA VALUE THAT CONSUMERS VALUE
QATAR AIRLINES: TWEET A MEET
http://www.youtube.com/watch?v=Ypo9iT5QH5M
Agency: Batey
QATAR AIRLINES: TWEET A MEET
CONNECTING STRATEGY:
ENCOURAGING PEOPLE TO CONNECT OVER DISTANCE
SCANDINAVIAN AIRLINES: COUPLE UP TO BUCKLE UP
http://www.youtube.com/watch?v=jXUbq-3h2HE
Agency: Crispin, Porter + Bogusky
SCANDINAVIAN AIRLINES: COUPLE UP TO BUCKLE UP
STRATEGY:
ENCOURAGING COUPLES TO PLAN AND BUY THEIR TRIPS SITTING NEXT
TO EACG OTHER
ENTERTAIN CONNECT HELP
TYPES OF EXTRA VALUE THAT CONSUMERS VALUE
WIDEROE AIRLINES: FLEXIBILITY
http://www.youtube.com/watch?v=UO1_sZO79JA
Agency: McCann, Oslo
WIDEROE AIRLINES: FLEXIBILITY
HELPING STRATEGY:
HELPING PASSANGERS GET MORE CONVENIENT FLIGHT
SLAVA RECOMMENDS
Lower price = Price competition
Grow brand = Brand value competition
INVEST IN BUILDING STRONG EMOTIONAL CONNECTIONS WITH
CONSUMER SO THAT HE IS READY TO PAY A FAIR TICKET PRICE
JOHN MARK FITZPATRICKGENERAL [email protected]+7 903 003 5371WWW.SLAVA.CO.UK