Not many people have heard of Song Airlines, probably because it only flew for three short years. Song Airlines was a project by Delta, an air service that provided cheap flights and exceptional customer service. Due to rough economic times and established competition, it eventually failed.
The purpose of my blog post isn't to discuss their success, or rather lack of it, but the way in which their marketers, and advertisements teams made this brand happen.
Before launching Song Airlines, the marketing team extensively researched and studied thousands of people. They looked into what aspects made flights more enjoyable, what colors exhibited which emotions, and what styles made the flier most comfortable. The results weren't surprising. People wanted fun, passionate, and helpful flight attendants, and comfortable seats with a lot of room and entertainment. Song delivered. Their staff sang the welcome over the loud speaker, interpretive danced out the safety instructions, and ensured that all needs were met, promptly. They were even outfitted in uniforms designed by Kate Spade.The customers sat in leather seats, stretched out with plenty of legroom, enjoyed personal televisions that allowed them to interact with other fliers, and even watched live T.V. These might not sound that innovative these days, but remember, this was 2003, and these flights were cheap.
The airline was built around creating a brand, a brand that could be advertised and marketed to attract customers of all types. Song's marketers assessed all demographics and created an archetype for each, with a name. For example, Kate was a mother, who drove a stylish SUV, was intellectual but enjoyed Glamour magazine as her guilty pleasure. Even though Song may have failed, they provided the advertising and marketing world with a wonderful example to follow.
Photo Credit: http://www.brandingserved.com/gallery/Song-Airlines/382085
No comments:
Post a Comment