Brand perception today is built one digital asset, video or campaign at a time. The faster that brands understand who they are and how to share that message, the easier it will be to attract their target customer base.
It took airlines some time to catch up but they’ve finally gotten into the swing of digital media. They’re associating themselves with destinations and experiences rather than services.
Here are a few examples of airlines that are getting better at branding.
EasyJet is fighting a marketing battle to shift consumers’ perception of the brand from a chaotic low-cost experience to a smart option for business and leisure travelers. Its clever and quick spots are a step in the right direction.
British Airways encourages its customers to connect with it online through social media and its app with this quick spot on London. Airlines are increasingly creating destination content as a means to brand themselves with the characteristics of their home base.
Iberia’s new Brazil campaign positions the airline as Brazilians’ transportation to 52 destinations across Europe. The upbeat pace of the campaign compliments both Brazilian culture and suggests that elements of it exist in the Iberia experience.
Airbnb welcomed Cuba to its inventory in the brand’s typical fashion with a smart video showing the culture of the country with a focus on its hosts. Cuba is a significant market for Airbnb and the only country that Airbnb has created an announcement around.
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The Daily Newsletter
Our daily coverage of the global travel industry. Written by editors and analysts from across Skift’s brands.
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Photo credit: EasyJet's new TV spot promotes its mobile check-in app. EasyJet / YouTube