How to make brand fly again?
Client
Global Aviation Brand
Background
Brand re-launch and communication development in aviation
Overview
A major national airline — one of the largest by passenger turnover — faced bankruptcy and stagnating sales in a growing market after a series of macro-economic shocks and mismanaged risks. The brand carried weak equity with no emotional drivers and low passenger loyalty, reflected in one of the lowest NPS scores in the category.
We launched a comprehensive brand and company audit to find the weakest links across the passenger journey and every traveller touchpoint. On that basis we built a passenger segmentation and targeting model for a full repositioning and a new integrated campaign.
Outcomes
- Consumer journey mapped, with the key functional and emotional drivers of brand equity verified
- Six segments described, targeting passengers beyond the destination/price combination
- Territories for a comprehensive brand re-launch and integrated campaign developed
- All brand identity elements restyled — logo, plane liveries and flight-crew uniforms
- Business-class concept developed in line with the overall positioning
