HAVE YOU EVER DONE ONE  OF THESE ACTIVITIES?
HOW DID IT MAKE YOU FEEL?
NERVOUS, EXCITED,  EXHILARATED.
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 Ball...
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...
• “... i       would not share my power (of flying)  with anyone because then everyone would be  trying to fly and crowd up ...
THE AIRLINE INDUSTRY            • Jeet Desai & Sarah Tyler
OVERVIEW• History• Golden Age of Aviation• Future Flying• Present Flying & Problems• Opportunity• Target• Strategy• Commun...
THE GOLDEN AGE OF FLIGHT• 50‘s & 60’s flying used to be about  glamor, prestige, and experience.
FUTURE FLYING
WHAT ABOUT PRESENT DAY       FLYING?
IT’S A:
PROBLEM:FLYING IS A  BITCH.
•   WASHINGTON, D.C. -- Americans general displeasure with    the airline industry continues for a fourth straight year, w...
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 ar...
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 pla...
• "Its      just ridiculous at this point," Victoria Tucker (in regards to Airlines and fees)• "Its     frustrating becaus...
TOP 10 MOST OBNOXIOUS AIRLINE FEES:•   1. Making a reservation on the phone or in person Fee: $5-$25•   2. Re-banking freq...
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 wher...
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...
•Think: Flying   isn’t a monster to fear or dread•Do: Always choose flight as a go- to means of transport for their vacatio...
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 t...
COMMUNICATION TOUCH-      POINTSWhen booking         Day of departure or days   Waiting to board (at gate)tickets (online)...
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
Arline Industry
Arline Industry
Arline Industry
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Arline Industry

  1. 1. HAVE YOU EVER DONE ONE OF THESE ACTIVITIES?
  2. 2. HOW DID IT MAKE YOU FEEL?
  3. 3. NERVOUS, EXCITED, EXHILARATED.
  4. 4. HUMANS HAVE A LONG STANDING LOVE AFFAIR WITH FLYING King Kaj Kaoos of Persia
  5. 5. 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
  6. 6. 1903- The Wright brothers; the First Flight
  7. 7. 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
  8. 8. • “... 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
  9. 9. THE AIRLINE INDUSTRY • Jeet Desai & Sarah Tyler
  10. 10. OVERVIEW• History• Golden Age of Aviation• Future Flying• Present Flying & Problems• Opportunity• Target• Strategy• Communication Strategy & touch points
  11. 11. THE GOLDEN AGE OF FLIGHT• 50‘s & 60’s flying used to be about glamor, prestige, and experience.
  12. 12. FUTURE FLYING
  13. 13. WHAT ABOUT PRESENT DAY FLYING?
  14. 14. IT’S A:
  15. 15. PROBLEM:FLYING IS A BITCH.
  16. 16. • 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
  17. 17. IT FEELSLIKE ACHORE
  18. 18. A MEANSTO AN END…
  19. 19. A NECESSARY EVIL
  20. 20. 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
  21. 21. INSIGHT•People take other modesof transportation(especially trains) for theexperience
  22. 22. BABY GHETTOS• Parents are complaining of airline seating policies that create "baby ghettos" in the back of planes.
  23. 23. • "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)
  24. 24. 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
  25. 25. ONLINE BUZZ: FLYING Flying, Word Cloud (2011):Source: Social Radar
  26. 26. ONLINE BUZZ: AIRLINES Airlines, Word Cloud (2011): • Where is the positive association with the word Airlines? – No where! Why?Source: Social Radar
  27. 27. OPPORTUNITYBring excitement back toflying, and create a positiveexperience.
  28. 28. TARGET: DESTINATION EXPLORERS
  29. 29. 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.
  30. 30. •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.
  31. 31. STRATEGY:Bring the human loveaffair with flying to the airline industry.
  32. 32. 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.
  33. 33. 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
  34. 34. THANK YOU.Please be careful as contents in overhead bins may have shifted .
  35. 35. By Sarah Tyler & Jeet Dasi@PlannerDeJour & @NextPlanningGod Sarah.Louise.Tyler@gmail.com

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