Question

Topic: Advertising/PR

A Great Launch Gambit For Premium Airline

Posted by Anonymous on 10/17/2011 at 8:17 AM ET 125 Points
Hi ... my client is a new premium airline, its all about the Sky's The Limit. I am working on the launch gambit and am kinda stuck. I do not want your usual 'pull the lever and fanfare' job but came out with a couple of ideas and hope some of you can assist me in developing it or perhaps some of you may have other ideas:

1. models and catwalk (they have lifestyle as one of elements in the launch), coming out with a chef or holding a placard that denotes some key elements of the business/service to be rendered

2. launch gambit is a short play/skit/musical, portrays the essential elements of the whole business

What do you all think of either idea as a launch gambit, would it be effective to ensure that what we are is remembered? Any other ideas perhaps?

Thanks a lot!!!
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RESPONSES

  • Posted by Jay Hamilton-Roth on 10/17/2011 at 8:49 AM Accepted
    If it's a premium airline, give all attendees the sensory experience of flying with you. Consider: projected videos onto all surfaces of the room to simulate the view from inside the airplane, sound effects, the music of places you fly to, the smells of food, the voices of the pilot & flight attendants, etc.
  • Posted by Gail@PUBLISIDE on 10/17/2011 at 9:49 AM Accepted
    I agree with Jay in as much to stick to what the airline features. Media may resent models/catwalk as a waste of their time.

    Allow them a tour of one of your planes and be sure to highlight why this airline is safer/more efficient/more appealing than others.
  • Posted by Peter (henna gaijin) on 10/17/2011 at 1:23 PM Accepted
    The models and catwalk thing is not sticking with me either.

    Find a way to offer a premium experience.

    Who is this launch gambit aimed at (who will attend)? Is it aimed at media, who you hope will write/talk about it? Or is it aimed at potential customers?
  • Posted on 10/17/2011 at 9:27 PM Author
    Okay ... time for me to learn more about asking questions here! More details!!!

    The event will most probably be held in a hotel ballroom. I would like to use a hangar and if so the idea for an airline experience is a great one.

    Yeah the models idea is cheesy for sure, nothing impressive or not that relevant to the business.

    Launch is aimed at the potential customers, of course there will be media but there will be another launch for the trade and media specifically, of which I am using the sensory experience approach.
  • Posted by edalexander on 10/18/2011 at 12:55 PM Accepted
    Hmm, let me get this straight, wbct. You''re doing a launch in a hotel ballroom aimed at potential customers of a premium airline?

    If you''re the only airline in the room, go immersive.

    On the other hand, Is this a consumer travel show, where lots of other travel options and ideas will be presented? If so, you just might need to dare to be different, and the immersive "sample the service" experience may not be different enough to be memorable. In such a situation, you may even find the catwalk idea worth exploring. And there are lots of ways to de-cheese it.

    Other questions: can you survey your customer audience based on WHY they travel i.e. business, vacation, domestic, international, exotic etc., then respond with personalized hand-outs, give-aways, tchotchkes etc. that will stimulate them to make their travel plan a reality?

    Just sayin''.
  • Posted on 10/25/2011 at 12:19 AM Author
    Thanks a lot for the feedback guys ... all the little details brought up helps a lot! Appreciate it.
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