How airline marketing and advertising has changed – AirlineGeeks.com


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How airline marketing and advertising has changed

The current complication of Covid-19 remains a significant disruption to the airline industry, forcing several notable airlines to modify and modify their operations to adapt and overcome the disruption. Airlines are prepared to continuously monitor and respond to fluctuations in passenger travel demand while adjusting flight schedules, frequencies, and inaugurating new routes within route networks, in the process. For the most part, this is a clear opportunity to capture as much of the remaining passenger market as possible and try to encourage passengers to return to the skies while observing other ongoing trends after a long period of low demand for passenger travel. As a result, due to the rapid evolution and dynamic nature of the airline industry, several carriers have adopted various marketing and advertising strategies to communicate to passengers.

Regardless of current trends ranging from climate change and sustainability to the safety and cleanliness practices adopted during COVID-19, airlines are creating marketing tactics and advertisements to more than just systematically promote the business of the airline and simply inform the public of the significant presence of the airline. During the “Golden Age of Travel”, several major carriers of the era focused on promoting the luxury of air travel and the increased level of relaxation and recreation on arrival. Nonetheless, marketing has changed and evolved into a method of expressing concern and empathy for current societal issues, which gives the airline the opportunity to express its commitment and brand image, while at the same time instilling confidence in passengers to travel.

Several notable carriers such as Delta, American, Southwest, Alaska and JetBlue have adopted newer and different marketing techniques to represent the brand and corporate image, via social media. While marketing and advertisements go through the usual process of engaging and targeting passengers, the messages conveyed creatively represent the carrier’s desire to tackle an important issue.

For example, in the airline industry – widely recognized as harmful to the environment and a major source of air pollution – Delta recently unveiled its marketing plan in a video, which is an expansion of its commitment to neutrality. carbon. This commercial included a powerful and dramatic soundtrack, a strong tone, and a variety of footage from nature such as forests, beaches and mountains.

“Being the brand that connects the world means we also have a significant opportunity and responsibility to protect this world,” said Molly Battin, senior vice president of marketing communications. “No one should feel torn between the joy of traveling and being a good steward of the land. In fact, we believe that seeing more of the world encourages taking more care of the world. “

Meanwhile, cleanliness and safety continue to be top priorities that carriers express to passengers during this dilemma. They’ve created partnerships to perform COVID-19 testing for passengers wanting to travel and cleanliness affiliations to disinfect the plane. As a result, these promises played a huge role in restoring passenger confidence.

Obviously, airline marketing and advertising is evolving step by step as air travel becomes different from what it was and how it was viewed before this era. Safety, empathy and awareness are now at the forefront of how airlines attract their passengers and encourage them to return to the skies. Ultimately, carriers evolved into being aware of the bigger picture, gaining new perspectives and focusing more on the experience of passengers en route.

  • Benjamin had a love for aviation from a young age, grew up in Tampa with a strong interest in and played with aircraft models. When he moved to the Washington, DC area, Benjamin was involved in aviation photography for a few years at Gravelly Point and Dulles Airport, before devoting himself to spotting planes only when traveling at other airports. He is a frequent traveler of the world, having been able to reach 32 countries, eager to explore and understand more cultures soon. Currently, Benjamin is studying Air Transportation Management at Arizona State University. He hopes to enter the airline industry to improve the passenger experience and loyalty programs while keeping abreast of the integration of technology at airports.

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