The goal is to make airline lifestyle brands relatable, likable, insidery, and envy-inducing badges of honor. Fashion and other style elements are the type of brand associations which make that connection happen. Plus: Women make key travel decisions for themselves and their families.
Qantas is making some very smart and bold branding moves. The timing of this collaboration with Tesla around the launch of the Model S is only the latest.
With Qantas' decision, the question arises what other oneworld partners will do next. The Wi-Fi space race just heated up again, and it never even had time to cool down.
Not quite an in-flight magazine, not quite a consumer publication. It will be interesting to see how this plays out and if other brands follow suit.
A safety video which manages to be entertaining and promotes the brand is good. Marketing content designed to go viral, disguised as a safety video, is not.
JetStar is a success story for the Qantas group; one that other airlines will want to review closely. But it also benefits from a unique market which has seen significant passenger growth, and where long-distance flight is the best available—or only option—to get from point A to point B.
Close ties between Hollywood and aviation date back many decades. The more recent trend of actors as formal brand ambassadors helps align the airline brand with the star’s persona. With the right selection of stars, it’s an association which can really pay off.
Qantas may have the cash that rivals would love to have, but that doesn't mean it won't burn through it just as quickly as they did.
Despite its historic hitches, the Dreamliner has plenty for airlines and passengers to like. Its manageable size is a distinct advantage.
While we take little stock in the whims of a fickle and irrational Wall Street, we do take comfort in media being a safer economic bet than airlines.