HUMANS HAVE A LONG STANDING LOVE AFFAIR WITH FLYING King Kaj Kaoos of Persia
HISTORY OF FLIGHT• 1485 Leonardo da Vinci - The Ornithopter• 1783 - Joseph and Jacques Montgolﬁer- the First Hot Air Balloon• 1799 - 1850s - George Cayley• 1891 Otto Lilienthal: he ﬁrst person to design a glider that could ﬂy a person and was able to ﬂy long distances.• 1894 Octave Chanute publishes Progress in Flying Machines• 1891 Samuel P. Langley Aerodrome
1903- The Wright brothers; the First Flight
KIDS WERE ASKED: IF YOU COULD HAVE ONE SUPER POWER WHAT WOULD IT BE?• “i wish that i could ﬂy... everyone wants to ﬂy atleast once in their lifetime, mainly when they are children and watching shows about superheros and heroines.” - Aspen• NY Times Education http://learning.blogs.nytimes.com
• “... i would not share my power (of ﬂying) with anyone because then everyone would be trying to ﬂy and crowd up the sky and then all the birds would get angry, and that just would not be a good thing.” -Aspen
THE AIRLINE INDUSTRY • Jeet Desai & Sarah Tyler
OVERVIEW• History• Golden Age of Aviation• Future Flying• Present Flying & Problems• Opportunity• Target• Strategy• Communication Strategy & touch points
THE GOLDEN AGE OF FLIGHT• 50‘s & 60’s flying used to be about glamor, prestige, and experience.
WHAT ABOUT PRESENT DAY FLYING?
PROBLEM:FLYING IS A BITCH.
• WASHINGTON, D.C. -- Americans general displeasure with the airline industry continues for a fourth straight year, with 41% viewing it negatively and 30% viewing it positively.• Source: Gallop
IT FEELSLIKE ACHORE
A MEANSTO AN END…
A NECESSARY EVIL
CONSUMER PERCEPTION & EXPERIENCE About 27 percent of people who ﬂew round trip at least twice during the past year are more likely now than in the past to skip ﬂying and choose another method of transportation, according to a USA Today/ Gallup poll taken earlier this month.The survey also found 76 percent of respondents aredissatisﬁed with luggage and ﬂight rebooking fees.- CNN
INSIGHT•People take other modesof transportation(especially trains) for theexperience
BABY GHETTOS• Parents are complaining of airline seating policies that create "baby ghettos" in the back of planes.
• "Its just ridiculous at this point," Victoria Tucker (in regards to Airlines and fees)• "Its frustrating because its hard to tell, as a law-abiding citizen who doesnt mean to do anything bad, exactly whats going on and what theyre really looking for," Falchuk (in regards to TSA)
TOP 10 MOST OBNOXIOUS AIRLINE FEES:• 1. Making a reservation on the phone or in person Fee: $5-$25• 2. Re-banking frequent flyer miles Fee: $50-100• 3. Cashing in frequent flyer miles without sufficient advance notice Fee: $0-100• 4. Bringing a pet onboard in the cabin Fee: $50-100 (each way)• 5. Checking luggage Fee: $3-25 (each way)• 6. Getting a refund when a fare goes down Fee: $25 to $200 or more.• 7. Flying standby on the same day of travel. Fee: $0-50.• 8. Paying for lap children Fee: $10 to 10% of the adult fare (international ﬂights).• 9. Getting a seat assignment Fee: $5-$11 each way• 10. Using the lavatory: Not yet active, fee TBD
ONLINE BUZZ: FLYING Flying, Word Cloud (2011):Source: Social Radar
ONLINE BUZZ: AIRLINES Airlines, Word Cloud (2011): • Where is the positive association with the word Airlines? – No where! Why?Source: Social Radar
OPPORTUNITYBring excitement back toﬂying, and create a positiveexperience.
TARGET: DESTINATION EXPLORERS
WHO ARE DESTINATION EXPLORES?• Travels 1 or more times a year• Enjoys exploring new places and visiting old favorites• Would travel more often if ﬂying wasn’t such a negative experience.• Often seek out alternate means of transpiration where available.• Usually travel to connect with friends, family and loved ones.
•Think: Flying isn’t a monster to fear or dread•Do: Always choose ﬂight as a go- to means of transport for their vacations.•Feel: Flying is an enjoyable experience.
STRATEGY:Bring the human loveaffair with ﬂying to the airline industry.
COMMUNICATION STRATEGY• Get airlines to incorporate adventure into each step of the ﬂying experience; from purchase to touch down.• Remind “Destination Explorers” that ﬂying is a magical & special experience.
COMMUNICATION TOUCH- POINTSWhen booking Day of departure or days Waiting to board (at gate)tickets (online) leading up to itOn board the ﬂight When they arrive at On vacation destination
THANK YOU.Please be careful as contents in overhead bins may have shifted .
By Sarah Tyler & Jeet Dasi@PlannerDeJour & @NextPlanningGod Sarah.Louise.Tyler@gmail.com