Air Asia Rebranding to the Tune of $5 Million USD

AirAsia is setting aside approximately USD$5 million for corporate rebranding. According to Group Head of Commercial Kathleen Tan, the exercise will include a new look and feel to its main office, check-in counters (starting with Bangkok, Jakarta and Kuala Lumpur), advertisements and aircraft, as well as a revamped flight attendant uniform. I’ve always been leery […]

Prioritizing Precious Expenditures: Livery Design or Customer Experience?

Aviation buffs everywhere love a beautiful livery, but painting and re-painting a fleet isn’t cheap. As part of its merger with Continental, United Airlines is in the process of rebranding its livery—for the second time in the past seven years (see AirlineReporter’s hilarious account here). With a fleet of roughly 700, the physical process of […]

Turkish Airlines vs. Kobe Bryant: The Right Kind of “Engagement?”

As ABC zoomed in on Kobe Bryant’s scowl heading into a commercial break during the Los Angeles Lakers’ surprise loss to New Orleans on Sunday, the last thing I expected was to see Kobe smiling at me 10 seconds later. Due to various image incidents throughout his career, the world’s best basketball player today–and formerly […]

Half-Assing It: Why Airline Marketing Efforts are Incomplete

Your mind is already halfway there. You’ve worked 14-hour days for past month, developing your strategic plan. You’ve prioritized your initiatives, calculated your budget, done your resource allocation, outlined your KPIs, and spent the past few late nights seasoning your presentation for the board. And you aced it. Now, it’s time to start thinking about […]

Customer Engagement Strategy for the Airline Industry