benchmark report
airline marketing
reach further
#transfarency
VIETNAM AIRLINES The BRIC and Next-11 nations are home are home of the next generation of airlines who will make their mark on the global stage. Turkish Airlines has already succesfull established itself as a globally recognized brand name, while the likes of LATAM, China Eastern, Garuda and Vietnam Airlines are gearing up. When building a respected brand in the often noisy and overcrowded travel sector, par tnerships and patience are key. This approach applies to Vietnam Airlines, who has par tnered with global ad agency J. Walter Thompson (JWT) to shape the airline’s global image and messaging through a phased approach. One pillar of the brand building strategy is a campaign called ‘Reach Fur ther’. Last year, JWT and Vietnam Airlines produced a commercial which focused on the carrier’s network by depicting people from NOV 2015 ISSUE
SOUTHWEST iconic international cities being transpor ted to Vietnam at the touch of a pink lotus flower – a symbol of both the nation and the carrier. This year, a new commercial continues with the Reach Fur ther concept, featuring a state-of-the ar t fleet (Vietnam Airlines was the second airline to receive the A350) and telling the story of an English coffee shop chain owner who travels long-haul to Vietnam (a major expor ter of coffee) to procure beans in a rural location – effectively “reaching fur ther” for his business. The Reach Fur ther campaign also includes a series of print adver ts. Last year the pink lotus theme was prevalent, and now the ads introduce Vietnam Airline employees who reach further for guests.
A year after introducing a new livery, aircraft interior and brand identity, Southwest Airlines launched a new ‘Transfarency’ ad campaign which calls attention to its low-fare credo and corporate philosophy. “A marriage of “Transparency” and “Fare” — it means we treat Customers honestly and fairly, and low fares actually stay low — no unexpected bag fees, change fees, or hidden fees,” Southwest explains “In one word you get the idea; you get the playfulness from it,” said Marianne Malina, president of GSD&M, the Austin-based agency which developed the campaign for the airline.” It has smar t humour that Southwest can own, and it elevates the idea beyond just inclusive pricing. It’s about transparency and being honest.”
sponsors—game during the baseball playoffs, additional spots followed on NFL Sunday Football programming. Other campaign elements include print , and a microsite with videos and quizzes, including a “Fee or Fake” quiz that gives “tips” to help travellers avoid other carriers’ fees. Southwest also added a transparent sheet to the October issue of its in-flight magazine, with a ‘dictionary’ definition of ‘Transfarency’ with a tag line on the page behind it, showing through: “Low fares. Nothing to hide.”
The first 30-second TV spot aired during a Texas Rangers—who Southwest
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