Change Of Image

Agency executives claim that these changes have resulted in rising passenger satisfaction levels as gauged by tele-surveys. However, based on past experiences, perceptions about the airlines continue to be negative. And the campaign, expected to run till August is geared towards building product credibility.

The campaign addresses three main issues. It reassures potential clientele on performance-related parameters like attitude, baggage delivery and on-time service. It then informs them about the value additions like tele-check-in, personal television sets, food festivals, books on board and even hand-held messages. Lastly, it wants to create an upmarket image to attract more first and executive class travellers.

Keeping in mind the negative perceptions, the tone in the initial five ads is humble, honest and reassuring. Thats why the baseline, Fly us to believe us. Visually, upmarket activities such as golf, skiing, fishing have been depicted to cue the desired target audience. The overall aura of the pictures conjures up the romance of travel.

The next series of ads focuses on each of the product features. The baseline then changes to A skyful of surprises . Aimed at an Indian audience, the ads will have a run in mainline newspapers and magazines.