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

SOME INSPIRATION FOR YOUR

COMMUNICATIONS FROM AROUND THE

WORLD

…But first, some context

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

Lower price = Price competition

Grow brand = Brand value competition

TWO SIMPLE WAYS TO COMPETE

WHICH MODEL IS IN A

GREATER USE TODAY?

Lower price = Price competition

Grow brand = Brand value competition

WHICH MODEL IS IN A

GREATER USE TODAY?

Lower price = Price competition

Grow brand = Brand value competition

TODAY’S AIRLINE AD

Do we really want to end up here?

A DIFFERENT WAY

Lower price = Price competition

Grow brand = Brand value competition

HOW TO INCREASE BRAND VALUE USING MODERN ADVERTISING

INSTRUMENTS?

Create an emotional connection

ENTERTAIN CONNECT HELP

How?

ENTERTAIN CONNECT HELP

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

ENTERTAIN CONNECT HELP

TYPES OF EXTRA VALUE THAT CONSUMERS VALUE

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

ENTERTAIN CONNECT HELP

TYPES OF EXTRA VALUE THAT CONSUMERS VALUE

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

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

JOHN MARK FITZPATRICKGENERAL DIRECTORSLAVAFITZPATRICK@SLAVA.CO.UK+7 903 003 5371WWW.SLAVA.CO.UK