global airline creative advertising cases - slava for air transport marketing conference
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Presentation made to The Air transport marketing and sales conference from ATO
SOME INSPIRATION FOR YOUR
COMMUNICATIONS FROM AROUND THE
WORLD
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…But first, some context
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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
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Lower price = Price competition
Grow brand = Brand value competition
TWO SIMPLE WAYS TO COMPETE
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WHICH MODEL IS IN A
GREATER USE TODAY?
Lower price = Price competition
Grow brand = Brand value competition
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WHICH MODEL IS IN A
GREATER USE TODAY?
Lower price = Price competition
Grow brand = Brand value competition
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TODAY’S AIRLINE AD
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Do we really want to end up here?
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A DIFFERENT WAY
Lower price = Price competition
Grow brand = Brand value competition
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HOW TO INCREASE BRAND VALUE USING MODERN ADVERTISING
INSTRUMENTS?
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Create an emotional connection
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ENTERTAIN CONNECT HELP
How?
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ENTERTAIN CONNECT HELP
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DELTA AIRLINES: WHERE DOES YOUR BAG GO?
http://www.youtube.com/watch?v=ocbxS5aWUSo
Agency: W+K
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DELTA AIRLINES: WHERE DOES YOUR BAG GO?
ENTERTAINMENT STRATEGY:
TO SATISFY TRAVELLERS CURIOSITY BY DEMISTIFYING A SECRET BEHIND
AIRLINE’S WORK
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AIR NEW ZEALAND: HOBBIT SAFETY VIDEO
http://www.youtube.com/watch?v=cBlRbrB_Gnc
Agency: WETA Workshop
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AIR NEW ZEALAND: HOBBIT SAFETY VIDEO
ENTERTAINMENT STRATEGY:
TO MAKE THE MOST BORING PART OF THE FLIGHT EXTREMELY
ENTERTAINING
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ENTERTAIN CONNECT HELP
TYPES OF EXTRA VALUE THAT CONSUMERS VALUE
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QATAR AIRLINES: TWEET A MEET
http://www.youtube.com/watch?v=Ypo9iT5QH5M
Agency: Batey
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QATAR AIRLINES: TWEET A MEET
CONNECTING STRATEGY:
ENCOURAGING PEOPLE TO CONNECT OVER DISTANCE
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SCANDINAVIAN AIRLINES: COUPLE UP TO BUCKLE UP
http://www.youtube.com/watch?v=jXUbq-3h2HE
Agency: Crispin, Porter + Bogusky
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SCANDINAVIAN AIRLINES: COUPLE UP TO BUCKLE UP
STRATEGY:
ENCOURAGING COUPLES TO PLAN AND BUY THEIR TRIPS SITTING NEXT
TO EACG OTHER
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ENTERTAIN CONNECT HELP
TYPES OF EXTRA VALUE THAT CONSUMERS VALUE
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WIDEROE AIRLINES: FLEXIBILITY
http://www.youtube.com/watch?v=UO1_sZO79JA
Agency: McCann, Oslo
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WIDEROE AIRLINES: FLEXIBILITY
HELPING STRATEGY:
HELPING PASSANGERS GET MORE CONVENIENT FLIGHT
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SLAVA RECOMMENDS
Lower price = Price competition
Grow brand = Brand value competition
INVEST IN BUILDING STRONG EMOTIONAL CONNECTIONS WITH
CONSUMER SO THAT HE IS READY TO PAY A FAIR TICKET PRICE
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JOHN MARK FITZPATRICKGENERAL [email protected]+7 903 003 5371WWW.SLAVA.CO.UK