Low cost airline, SpiceJet is looking to revamp its image through its first brand campaign, launched last month, which says – Get more when you fly. With Contract Advertising as its new creative agency since December, the airline aims to move away from the regular price point led advertising and focus on its special flying services.
Says Anish Srikrishna, senior vice-president, marketing, SpiceJet, “Most of the airlines in the low cost category have similar price points and hence that is no longer a strong differentiator.”
The airline will therefore highlight services such as web-check in, taking care of unaccompanied minors for no extra charge or taking along one’s sports kit for free in its ad campaign using schematic and subtle creatives.
To ensure the success of this campaign SpiceJet is keen on exploring all forms of media including magazines, press, outdoor media, television and radio. Digital media like banner advertising and search engine optimization are also being looked into to make an imprint on consumers.
SpiceJet hopes this campaign will turn the tide in the airlines’ favour ahead of the peak holiday season at the end of the year.