airline marketing 1 history
TRANSCRIPT
Airline Marketing:History and Development
Dr Narudh Cheramakara
Bangkok University
1/2017
First Human-powered Flight:
17 Dec 190312 Seconds, 37 meters, (10.9 km/h)
Aviation as novelty era
- Flying Circus- Joy rides- Using war surplus
aircraft- Flown by ex military
pilots- Poster is the mean
to advertise
The early stage of commercial aviation: Air Mail
- Again caused by surplus war aircraft- Developped for transcontinental mail
service in the US- Poster Advert – Aiming at speedy delivery
Airships of 1930s
- Experienced the boom in 1930s
- Germany led the market- First Air transport option
for Atlantic crossing- An alternative to cruise
line- Used speed as selling
point- Prone to accidents
(because of Hydrogen)
Post WWII-70s
• Air transport is still out of reach
• Passengers are mostly businessmen and diplomats
• Military style Branding
• Luxuarious / Novelty
• Speed
• Exploring exotic destinations/the world
• Adventure
• Empire building – connecting the world
• B2B market – most tickets sold through travel agents
70s – Business/Luxury/Sex
- Fares are still tightly regulated internationally
- As a results, airlines were competing on service
- Branding were changed from being safe (as aviation industry progressd) and military style organisationto fun, cheerful.
- Flight attendant were portrayed as sex symbol
- Still distributed through B2B (Agent)
70s/80s – Business/Luxury/Sex
The new millennium
• LCCs
• Price (Fare War)
• E-commerce
• The rise of B2C
• The collapse of Travel Agency
• The rise of OTA
• Social Media Advertising – Content producing (Pantip, Blog, Facebook, Line, etc)
• Each campaigned has its message (branding, price, service, etc.)
What does this advert tell you?
What’s next?