V Air - Set The Price

V Air - Set The Price

‘People Power’ is one of the trends featured in our The State Of Airline Marketing 2014 report and describes how – inspired by the numerous group deal sites such as Groupon and Gilt – several airlines have been experimenting with initiatives that let the ‘crowd’ drive down fares.

The latest example comes from V Air, the new low-cost subsidiary of Taiwan’s TransAsia Airways, which will launch services on December 17 with an inaugural flight from Taipei to Bangkok.

To promote the new carrier, V Air launched an online campaign that invites the public to par ticipate in order to set a superlow introductory fare, with 10,000 tickets provided with the fare decided by the public.

The introductory fare for the one-way trip started at NT$1,988 (USD64) and the higher the number of people who participated online, the lower the price would drop. V Air’s introductory fare could reach as low as NT$520 (one way, including fuel surcharge, excluding airport tax) if the number of fans would reach over 200,000.

Between November 21 and 30, consumers could access the campaign site or V Air’s Facebook page , to play a game to lift up the V Bear (V Air’s mascot). The higher the V Bear would rise, the lower the introductory rate would be. In addition, V Air would give away 100 free tickets to participants.

The final price for the inaugural flight and the official flight schedule were announced December 1st, and according to V Air over 200,000 fans joined the campaign to vote on v Airs launch fare.