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

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The document discusses strategies for airline marketing and communications in the current competitive landscape. It notes that airline seats risk becoming a greater commodity due to price comparison sites. It suggests two models for competing: lowering prices through price competition, or growing brand value through brand competition. Most airlines today rely on price competition. The document then presents examples from different airlines of using entertainment, connectivity, and assistance to form emotional connections with customers and increase brand value rather than just focusing on price. It recommends investing in strong emotional connections so customers are willing to pay a fair ticket price rather than just the lowest price.

Business

SOME INSPIRATION
FOR YOUR
COMMUNICATIONS
FROM AROUND
THE WORLD

Presentation made to The Air transport marketing and sales
conference from ATO

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

DELTA AIRLINES: WHERE DOES YOUR BAG GO?

http://www.youtube.com/watch
?v=ocbxS5aWUSo

Agency: W+K

DELTA AIRLINES: WHERE DOES YOUR BAG GO?

ENTERTAINMENT STRATEGY:

TO SATISFY TRAVELLERS
CURIOSITY BY DEMISTIFYING A
SECRET BEHIND AIRLINE’S WORK

AIR NEW ZEALAND: HOBBIT SAFETY VIDEO

http://www.youtube.com/watch
?v=cBlRbrB_Gnc

Agency: WETA Workshop

AIR NEW ZEALAND: HOBBIT SAFETY VIDEO

ENTERTAINMENT STRATEGY:

TO MAKE THE MOST BORING PART
OF THE FLIGHT EXTREMELY
ENTERTAINING

TYPES OF EXTRA VALUE THAT CONSUMERS VALUE

ENTERTAIN CONNECT HELP

QATAR AIRLINES: TWEET A MEET

http://www.youtube.com/watch
?v=Ypo9iT5QH5M

Agency: Batey

QATAR AIRLINES: TWEET A MEET

CONNECTING STRATEGY:

ENCOURAGING PEOPLE TO
CONNECT OVER DISTANCE

SCANDINAVIAN AIRLINES: COUPLE UP TO BUCKLE UP

http://www.youtube.com/watch
?v=jXUbq-3h2HE

Agency: Crispin, Porter +
Bogusky

SCANDINAVIAN AIRLINES: COUPLE UP TO BUCKLE UP

STRATEGY:

ENCOURAGING COUPLES TO PLAN
AND BUY THEIR TRIPS SITTING
NEXT TO EACG OTHER

WIDEROE AIRLINES: FLEXIBILITY

http://www.youtube.com/watch
?v=UO1_sZO79JA

Agency: McCann, Oslo

WIDEROE AIRLINES: FLEXIBILITY

HELPING STRATEGY:

HELPING PASSANGERS GET MORE
CONVENIENT FLIGHT

JOHN MARK FITZPATRICK
GENERAL DIRECTOR
SLAVA
FITZPATRICK@SLAVA.CO.UK
+7 903 003 5371
WWW.SLAVA.CO.UK

The document discusses BMW's 2006 advertising campaign promoting itself as a "Company of Ideas." The campaign aimed to communicate BMW's culture of creativity and innovation. It highlighted how BMW values constant new ideas over bureaucracy and compromising vision. The print, television, outdoor and online ads sought to position BMW as independent thinkers that ensure great concepts are developed into top-performing vehicles. The campaign was successful in changing perceptions and increasing BMW's status as a creative brand.

Astrid Kahmke, BFZ, Mixar september 2016

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KPT Insurance launched a game called "Smileball" where a pinball game is controlled by smiles to make insurance seem more fun and engaging. Lowe's created short Vine videos to help consumers fix common household problems quickly. UN Women used real autocomplete search terms highlighting gender inequality to show it is a global issue. Volkswagen launched the "#Woofwagon" campaign featuring dog breeds representing their car models to showcase their range of vehicles in a fun and relatable way. Honda created an optical illusion advertisement for their CR-V SUV to demonstrate through engineering they can make the impossible possible.

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Ignition 5 15.09.14 v1

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This document summarizes several advertising campaigns from the past week: 1) Scharffen Berger's #wonderfullycomplicated campaign allowed people in San Francisco to upload selfies to posters in bus shelters to promote chocolate. 2) Paddy Power's #RainbowLaces campaign, now in its second year, aims to reduce homophobia in football and has partnered with Arsenal FC to promote rainbow-colored shoelaces. 3) KLM's "High Five" installation in New York and Amsterdam let people in different cities try to perform a perfect high five over video to win airline tickets.

Ignition 5 15.09.14 v1

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Airline advertising - A promising media

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This document is just for the information of the readers. we do not own this document. (Courtesy - Respective Owners) For more details on in flight promotions - www.bluemushroom.co.in About Us Blue Mushroom is a one stop solution for all your in flight and airport lounge promotional requirements. In India we provide promotional opportunities in Jet Airways, Spice Jet, Indigo, Air India and Go Air. We provide more than 25 different solutions to engage and influence the affluent consumers travelling by air.

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This document provides an overview of Turkish Airlines, including its history, SWOT analysis, competitors, financial figures, and risks. It summarizes that Turkish Airlines was founded in 1933 and has won several awards. It also outlines Turkish Airlines' strengths like its strategic location, weaknesses like high turnover, opportunities in emerging markets, and threats like political risks. The document reviews Turkish Airlines' financial performance and risks related to currency, interest rates, and liquidity. It provides details on Turkish Airlines' approach to managing these financial risks.

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11.2 Marketing a Small Business Advertising Presentation 2

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100th Anniversary of Air Cargo

Jerry Hempstead, B.A., M.A.,DLP

Fedex has a large fleet of over 700 aircraft of various types used for cargo delivery. UPS has around 200 aircraft. In the early 20th century, various companies experimented with air cargo delivery, including using converted bombers. The airline industry and air cargo transportation grew significantly during World War 2 due to the increased demand for transport. Regulations were established in later decades to oversee the aviation industry.

Mangalore air-crash-report

morphieus

The document provides a detailed report on the 2010 Mangalore air crash of Air India Express Flight 812. Key details include: - The flight crashed upon landing at Mangalore International Airport, killing 158 of 166 people on board. - Investigations found the pilot had landed beyond the usual touchdown point and overran the runway before crashing down an embankment. - A court of inquiry later determined the cause was pilot error, as the flight path was incorrect and the pilot attempted to abort the landing too late. - Issues around compensation to victims' families and criticisms of the response time of fire services and handling of debris recovery were also discussed.

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Air Cargo Transport Development In Peru Eduardo Garcia Godos

Rising fuel costs and economic problems have negatively impacted the air cargo transport sector in Latin America. However, Peru has maintained economic growth over the last three years and air cargo traffic in Latin America grew faster than the world average in 2006. The main challenges for developing air cargo transport in Peru include improving airport and logistics infrastructure, taking advantage of its strategic location, facilitating trade through free trade agreements, and promoting regulatory reforms. Despite recent economic difficulties, there are promising prospects for future growth of Peru's air cargo transport sector given the country's expanding exports and reforms to infrastructure and policies.

Strategies and Design of Airport City Stockholm

Alexander Ståhle

This document outlines the strategic plan for Airport City Stockholm, which aims to create 6 unique city districts connected by air, rail, and road. The districts include Sky City, Park City, Event City, Märsta Business, Cargo City, and Rosersberg. Sky City will serve as the downtown area. The plan focuses on transit and placemaking strategies to connect the districts and encourage walking, with improvements ranging from expanded bus service to new rail lines. The overall goal is for Airport City Stockholm to become the world's first sustainability certified airport city with distinct places that bring people together.

10-Runway Design ( Highway and Airport Engineering Dr. Sherif El-Badawy )

Hossam Shafiq I

The document discusses various aspects of runway design including: 1. The components that make up a runway system such as the structural pavement, shoulders, blast pad, runway safety area, object free zone, and obstacle free zone. 2. Factors considered for runway length such as elevation, temperature, and gradient that require corrections to the basic runway length. 3. Examples are provided to demonstrate how to calculate the corrected runway length based on elevation, temperature, and gradient at the airport site.

Flexible airport terminal design towards a framework

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The document proposes a framework called the Flexible Design Framework (flexDF) to facilitate flexible airport terminal design. The framework is a 5-step process that helps identify uncertainties, flexible design elements, develop design alternatives, and evaluate and implement flexible designs. The framework recognizes that buildings like airport terminals have interacting layers that change on different timescales from operational to strategic levels. It aims to develop preliminary design layouts that can adapt to changes over time to reduce costs and extend the lifespan of the terminal.

Psychology in advertising

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A lot of psychological principles can be traced back to award-winning advertising campaigns. So as a MSc in Economic & Consumer Psychology (also referred to as Behavioral Economy) I'd like to share what I found. This is a presentation I gave during my last internship at an advertising agency. Some slides only contain a picture which I explained during the presentation. I will add the context of these slides as well.

Types of air freight and cargo services

cargoforce

There are several types of air freight services that vary based on the weight, size and nature of the cargo. These include household goods that are small and don't require special handling. Express items like letters and small packages that need overnight delivery also don't require special handling. Larger parcels can take several days to deliver if going through multiple destinations, as they may involve both air and ground transportation over long distances. Customers can also opt for truckload service or mixed freight environments where cargo from multiple customers is combined and transferred between different modes of transportation. The cost of services depends on factors like the type of package, destination, delivery speed and category.

Air Cargo : Today & Tomorrow

Shantanu Bhadkamkar

This document discusses the air cargo industry in India and its challenges and opportunities. It makes the following key points: 1) The air cargo industry involves a wide range of stakeholders and contributes significantly to the Indian economy through efficient supply chains and job creation. 2) However, the industry faces challenges from factors like globalization, regulations, infrastructure issues, and competition from other transport modes. 3) For India to further develop its air cargo industry, issues around regulations, technology, infrastructure, policies, and stakeholder collaboration must be addressed. Initiatives are needed to improve efficiency, costs, and the business environment.

MakeMyTrip.com: Case Study and Analysis

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MakeMyTrip (MMT) is an online travel portal focused on leisure and small business travelers to India. It was founded by Deep Kalra and offers competitively priced travel products for real-time booking of airline tickets, hotels, holiday packages, car rentals, trains and cruises for Indian and international destinations. MMT has expanded operations through offices in several cities and countries. While the business model has been successful in India, concerns include lack of timely customer follow-up and monitoring service quality. The document discusses MMT's operations, business model, customer segments, competition and strategies for growth.

Hyderabad Airport Design Concepts 2007

Anup Jalan

The document summarizes the signage design concept for an airport in Hyderabad, India. The design aims to integrate the airport's brand identity, maximize visual impact through modern and high-tech signs, and incorporate local city vibrancy and color. Two main design families were proposed - the Temple Leaf and Waves - each consisting of multiple sign types like wall-mounted, free-standing, and flagpole signs to be located both inside and outside the airport terminals and parking areas. Renderings and mockups of the proposed sign designs and placements were provided.

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Sri Mukha Balaji

Delta Airlines aimed to target and reposition its brand for business travelers. It analyzed its strengths, weaknesses, opportunities, and threats. It found business travelers were decreasing but paid more. Delta's strategy was to increase visibility through advertising, gain a competitive edge with pricing, and differentiate through improved service like on-board offices. It lowered fares, enhanced loyalty programs, and aimed to provide quality service with a personal touch.

Air cargo management

JSP Krishna Teja Chandaa

This document provides an overview of air cargo management. It discusses various topics such as packing, labeling, cargo acceptance, introduction of airway bills, cargo manifestation, security clearance, loading, arrival/offloading, delivery, import/export licensing, purchase orders, commercial invoices, packing lists, certificates of origin, shipping bills, customs procedures, custodian responsibilities, and electronic data interchange systems. The overall aim is to describe the end-to-end process for transporting cargo via air and ensuring regulatory compliance.

Delta Airlines Business Strategy

Andrew Skurdal

The document discusses the commercial aviation industry in the United States. It notes that commercial aviation helps drive $1.142 trillion in economic activity, $346.4 billion in earnings, and 10.2 million jobs. It also contributes $692 billion per year to US GDP, which is 5.2% of total US GDP. Additionally, there are over 40,000 daily commercial flights in the US carrying around 2 million passengers daily.

Basic runway length

Gaurang Kakadiya

Runways are paved surfaces on airports designed for airplane landings and takeoffs. They can be made of materials like asphalt or grass. Runway length requirements vary based on factors like aircraft size, weight, and altitude. At sea level, 10,000 feet is adequate for any aircraft, but longer runways are needed at higher altitudes with less dense air providing less lift. Runway patterns include single runways, parallel runways, intersecting runways, and non-intersecting runways, with capacity depending on factors like wind direction, intersection location, and air traffic control method.

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China Aar Rg

raymondgirard

This document discusses how airlines can generate ancillary revenue by facilitating brand connections and advertising opportunities throughout the passenger journey experience. It outlines how advertisers have high expectations for targeted audiences, speed, rich media, and return on investment. Airlines have advantages in reaching audiences across the entire travel experience. The document recommends airlines adopt best practices from terrestrial media companies by streamlining processes and providing data to prove return on investment. Examples from Air Canada, Virgin Atlantic, and LAN Airlines demonstrate how different touchpoints throughout the travel experience can be used to connect brands with passengers.

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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

7. TODAY’S AIRLINE AD

8. Do we really want to end up here?

9. A DIFFERENT WAY Lower price = Grow brand = Price competition Brand value competition

10.

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

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

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