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Global Airline Creative Advertising Cases - SLAVA for Air transport marketing conference
Global Airline Creative Advertising Cases - SLAVA for Air transport marketing conference
Global Airline Creative Advertising Cases - SLAVA for Air transport marketing conference
Global Airline Creative Advertising Cases - SLAVA for Air transport marketing conference
Global Airline Creative Advertising Cases - SLAVA for Air transport marketing conference
Global Airline Creative Advertising Cases - SLAVA for Air transport marketing conference
Global Airline Creative Advertising Cases - SLAVA for Air transport marketing conference
Global Airline Creative Advertising Cases - SLAVA for Air transport marketing conference
Global Airline Creative Advertising Cases - SLAVA for Air transport marketing conference
Global Airline Creative Advertising Cases - SLAVA for Air transport marketing conference
Global Airline Creative Advertising Cases - SLAVA for Air transport marketing conference
Global Airline Creative Advertising Cases - SLAVA for Air transport marketing conference
Global Airline Creative Advertising Cases - SLAVA for Air transport marketing conference
Global Airline Creative Advertising Cases - SLAVA for Air transport marketing conference
Global Airline Creative Advertising Cases - SLAVA for Air transport marketing conference
Global Airline Creative Advertising Cases - SLAVA for Air transport marketing conference
Global Airline Creative Advertising Cases - SLAVA for Air transport marketing conference
Global Airline Creative Advertising Cases - SLAVA for Air transport marketing conference
Global Airline Creative Advertising Cases - SLAVA for Air transport marketing conference
Global Airline Creative Advertising Cases - SLAVA for Air transport marketing conference
Global Airline Creative Advertising Cases - SLAVA for Air transport marketing conference
Global Airline Creative Advertising Cases - SLAVA for Air transport marketing conference
Global Airline Creative Advertising Cases - SLAVA for Air transport marketing conference
Global Airline Creative Advertising Cases - SLAVA for Air transport marketing conference
Global Airline Creative Advertising Cases - SLAVA for Air transport marketing conference
Global Airline Creative Advertising Cases - SLAVA for Air transport marketing conference
Global Airline Creative Advertising Cases - SLAVA for Air transport marketing conference
Global Airline Creative Advertising Cases - SLAVA for Air transport marketing conference
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Global Airline Creative Advertising Cases - SLAVA for Air transport marketing conference

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  • 1. SOME INSPIRATION FOR YOUR COMMUNICATIONS FROM AROUND THE WORLDPresentation made to The Air transport marketing and salesconference from ATO
  • 2. …But first, some context
  • 3. BECAUSE OF INCREASED COMPETITION ANDONLINE PRICE COMPARISON ENGINES THEREIS A THREAT THAT AIRLINE SEATS TODAYCAN BECOME EVEN A GREATER COMMODITYTHAN THEY ALREADY ARE
  • 4. TWO SIMPLE WAYS TO COMPETELower price = Grow brand =Price competition Brand value competition
  • 5. WHICH MODEL IS IN A GREATER USE TODAY?Lower price = Grow brand =Price competition Brand value competition
  • 6. WHICH MODEL IS IN A GREATER USE TODAY?Lower price = Grow brand =Price competition Brand value competition
  • 7. TODAY’SAIRLINE AD
  • 8. Do we really want to end up here?
  • 9. A DIFFERENT WAYLower price = Grow brand =Price competition Brand value competition
  • 10. HOW TO INCREASE BRAND VALUE USING MODERN ADVERTISING INSTRUMENTS?
  • 11. Create an emotional connection
  • 12. How?ENTERTAIN CONNECT HELP
  • 13. ENTERTAIN CONNECT HELP
  • 14. DELTA AIRLINES: WHERE DOES YOUR BAG GO? http://www.youtube.com/watch ?v=ocbxS5aWUSo Agency: W+K
  • 15. DELTA AIRLINES: WHERE DOES YOUR BAG GO? ENTERTAINMENT STRATEGY: TO SATISFY TRAVELLERS CURIOSITY BY DEMISTIFYING A SECRET BEHIND AIRLINE’S WORK
  • 16. AIR NEW ZEALAND: HOBBIT SAFETY VIDEO http://www.youtube.com/watch ?v=cBlRbrB_Gnc Agency: WETA Workshop
  • 17. AIR NEW ZEALAND: HOBBIT SAFETY VIDEO ENTERTAINMENT STRATEGY: TO MAKE THE MOST BORING PART OF THE FLIGHT EXTREMELY ENTERTAINING
  • 18. TYPES OF EXTRA VALUE THAT CONSUMERS VALUEENTERTAIN CONNECT HELP
  • 19. QATAR AIRLINES: TWEET A MEET http://www.youtube.com/watch ?v=Ypo9iT5QH5M Agency: Batey
  • 20. QATAR AIRLINES: TWEET A MEET CONNECTING STRATEGY: ENCOURAGING PEOPLE TO CONNECT OVER DISTANCE
  • 21. SCANDINAVIAN AIRLINES: COUPLE UP TO BUCKLE UP http://www.youtube.com/watch ?v=jXUbq-3h2HE Agency: Crispin, Porter + Bogusky
  • 22. SCANDINAVIAN AIRLINES: COUPLE UP TO BUCKLE UP STRATEGY: ENCOURAGING COUPLES TO PLAN AND BUY THEIR TRIPS SITTING NEXT TO EACG OTHER
  • 23. TYPES OF EXTRA VALUE THAT CONSUMERS VALUEENTERTAIN CONNECT HELP
  • 24. WIDEROE AIRLINES: FLEXIBILITY http://www.youtube.com/watch ?v=UO1_sZO79JA Agency: McCann, Oslo
  • 25. WIDEROE AIRLINES: FLEXIBILITY HELPING STRATEGY: HELPING PASSANGERS GET MORE CONVENIENT FLIGHT
  • 26. SLAVA RECOMMENDSLower price = Grow brand =Price competition Brand value competition INVEST IN BUILDING STRONG EMOTIONAL CONNECTIONS WITH CONSUMER SO THAT HE IS READY TO PAY A FAIR TICKET PRICE
  • 27. JOHN MARK FITZPATRICKGENERAL DIRECTORSLAVAFITZPATRICK@SLAVA.CO.UK+7 903 003 5371WWW.SLAVA.CO.UK

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