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

  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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