Philippine Airlines - #FlyTheWayYouDeserve

Philippine Airlines - #FlyTheWayYouDeserve

Since a management change in 2015, Philippine Airlines has sought to differentiate itself from low cost rivals such as Cebu Pacific by emphasising the fact that it is a full service airline, with features such as checked in bags and free food and drink included.

Indeed, the airline has set itself the goal of joining the select group of airlines, including Qatar Airways and Singapore Airlines, which have been awarded five star status, by 2020.

This thinking forms the basis of a new ad campaign, “#FlyTheWayYouDeserve, which is running in major metro areas such as Manila and Luzon. The ads coincide with the introduction of newly configured A330s on key international routes such as Manila to Honolulu and Osaka.

The first ad, an online video, features a passenger checking in for an unnamed budget airline. He brings an over-sized carry on bag on board to avoid fees, sits in the middle seat while being provided with no in-flight entertainment and people are climbing over him to reach the WC, and is charged for a blanket and water.

The second part of the ad then features the same passenger flying PAL and checking in his bags, watching movies, getting a free hot meal with wine and finally being given a free blanket.

According to PAL Vice President for Marketing Ria Carreon-Domingo said

With this new campaign, we want more Filipino flyers to understand that when they fly PAL, they get more value for their money. Our overall better and heartfelt service at year-round surprisingly affordable fares will give them a better flying experience.

At the same time as launching #FlytheWayYouDeserve, in the Philippines, PAL has rollled out an international campaign called “Experience the Heart of the Filipino.” This campaign is targeted at international leisure travellers.

While #FlytheWayYouDeserve shows off PAL’s full-service economy class product, Experience the Heart of the Filipino leads with images of the premium cabin offering before showing tourist-friendly scenes from the Philippines itself.

The campaign aims to build awareness amongst non-Filipino flyers that PAL is an airline representing the best of Filipino culture: hospitality, warmth and total care.

In the UK, the ad campaign has resulted in the airline taking out its first print ads since 2013 with the resumption of daily Heathrow - Manila flights from December 6th.

Key Take-Away

Over the past few years, a number of more established airlines have increasingly come to resemble LCCs by cutting costs and (e.g in the case of BA) charging for features such as in-flight meals. That of course begs the question - if you are getting a no frills service, why not fly with someone who actually makes a virtue about it (and charges accordingly).

Philippine Airlines recognises that and realises that if passengers have a choice there has to be some positive brand differentiation between you and the competition.

Interestingly enough, British Airways itself appears to recognise that. After cutting in-flight frills on short haul flights, British Airways is changing tack and is now promising “extra meals, fast wifi and plug points at all seats for its Economy passengers.”