SAS - THE ARRIVALS There are a number of different routes you can go down, when building a brand for your airline. You can lead on the quality of service, and how you are different from the competition - see the latest Emirates campaign in this issue as an example. You can create campaigns where you try to associate yourself with your home country - e.g the British Airways campaign where they explained Britishness to Americans, or the many successful stopover campaigns by Icelandair. You
can do something around heritage, for example the Vistara retrojet (see this episode of the SimpliLive show for more). You can promote the breadth of your network and how you make the world a smaller place - United, which we covered in this issue is doing exactly that with its latest campaign ‘World Orchestra.’ Or, you can actually try to own what you might call the human dimension of travel. People’s stories, how travel is life changing.
05 | Airline Marketing Monthly - November 2018
