This will be my 1st of what should be 3 blogs in response to another blog, for this I’ve chosen an external blog, and a subject I truly enjoy, the airline industry. This post by brandchannel.com intrigued me even though since I’m an Air Canada person I see British Airways (BA) as a rival, put their new global campaign also caught my interest in history.
Here is the new ad:
As brandchannel.com mentioned this is the 1st global campaign by BA in 11 years, and a return to it’s roots (or routes HA airline pun) is what BA needs to emerge from this decade of horror that it has been for the airline industry. Starting with 9/11 and with ever fluctuating price of fuel the past 10 years have been rough on most airlines, with BA also suffering through crippling weather and natural disasters, and a recent labour dispute with its flight attendants. With all these problems consumer confidence in BA and the industry as a whole is understandably low, so BA has chosen to use 4 simple words to bring them back “To Fly. To Serve.” their motto for decades. This theme in advertising of reminding customers of their storied past is being used more and more frequently by companies as they face an ever worsening economy, looking for any advantage over competitors the companies that have a history can use this method of “Remember we have been doing this for a long time”. I like many other consumers are more trusting of these companies, as they are established in the industry and know the business, and will buy their products and/or services. In this economy where companies are searching for ways to differentiate themselves in the market should turn to their past to show consumers who they are and what they stand for.
Great post, I learned quite a bit about the marketing strategies for airlines, a subject I never really looked into.