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 WORLD Presentation made to The Air transport marketing and sales conference from ATO
- 2. …But first, some context
- 3. 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
- 4. TWO SIMPLE WAYS TO COMPETE Lower 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
- 8. Do we really want to end up here?
- 9. A DIFFERENT WAY Lower price = Grow brand = Price competition Brand value competition
- 11. HOW TO INCREASE BRAND VALUE USING MODERN ADVERTISING INSTRUMENTS?
- 12. Create an emotional connection
- 13. How? ENTERTAIN CONNECT HELP
- 14. ENTERTAIN CONNECT HELP
- 15. DELTA AIRLINES: WHERE DOES YOUR BAG GO? http://www.youtube.com/watch ?v=ocbxS5aWUSo Agency: W+K
- 16. DELTA AIRLINES: WHERE DOES YOUR BAG GO? ENTERTAINMENT STRATEGY: TO SATISFY TRAVELLERS CURIOSITY BY DEMISTIFYING A SECRET BEHIND AIRLINE’S WORK
- 17. AIR NEW ZEALAND: HOBBIT SAFETY VIDEO http://www.youtube.com/watch ?v=cBlRbrB_Gnc Agency: WETA Workshop
- 18. AIR NEW ZEALAND: HOBBIT SAFETY VIDEO ENTERTAINMENT STRATEGY: TO MAKE THE MOST BORING PART OF THE FLIGHT EXTREMELY ENTERTAINING
- 19. TYPES OF EXTRA VALUE THAT CONSUMERS VALUE ENTERTAIN CONNECT HELP
- 20. QATAR AIRLINES: TWEET A MEET http://www.youtube.com/watch ?v=Ypo9iT5QH5M Agency: Batey
- 21. QATAR AIRLINES: TWEET A MEET CONNECTING STRATEGY: ENCOURAGING PEOPLE TO CONNECT OVER DISTANCE
- 22. SCANDINAVIAN AIRLINES: COUPLE UP TO BUCKLE UP http://www.youtube.com/watch ?v=jXUbq-3h2HE Agency: Crispin, Porter + Bogusky
- 23. SCANDINAVIAN AIRLINES: COUPLE UP TO BUCKLE UP STRATEGY: ENCOURAGING COUPLES TO PLAN AND BUY THEIR TRIPS SITTING NEXT TO EACG OTHER
- 24. TYPES OF EXTRA VALUE THAT CONSUMERS VALUE ENTERTAIN CONNECT HELP
- 25. WIDEROE AIRLINES: FLEXIBILITY http://www.youtube.com/watch ?v=UO1_sZO79JA Agency: McCann, Oslo
- 26. WIDEROE AIRLINES: FLEXIBILITY HELPING STRATEGY: HELPING PASSANGERS GET MORE CONVENIENT FLIGHT
- 27. SLAVA RECOMMENDS Lower 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
- 28. JOHN MARK FITZPATRICK GENERAL DIRECTOR SLAVA FITZPATRICK@SLAVA.CO.UK +7 903 003 5371 WWW.SLAVA.CO.UK