| SpiceJet launches its new Brand campaign
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| Campaign highlights the unique value propositions of the brand |
| New Delhi, July 7, 2009: SpiceJet, India's preferred low fare airline launches its new brand campaign. While the brand has in the past focused on ‘price point' or ‘promo' driven advertising, the present campaign communicates our unique brand offerings, crystallized into a clear brand message "Get more when you fly SpiceJet". The unique value propositions that SpiceJet brings to each consumer, forms the essence of this national campaign.
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| The refreshing creative design cues the consumer on how to "get more" value when they fly SpiceJet. It highlights SpiceJet's unique value offerings including complimentary supervision of unaccompanied minors; free of charge web check-in; sale of hot tea and coffee in flight at 30,000 feet at a reasonable price of Rs. 20; savings on return fares; waiver for sports kits etc. The brand emerges as a product of the customer's voice - as one that listens, understands and acts to deliver a superior service experience. |
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Speaking on this, Anish Srikrishna, Sr. Vice President, Marketing, SpiceJet Limited said, "It positions the brand as one that delivers value beyond the price point. In addition to providing a safe, modern and young fleet with efficient, warm, friendly and on time service, SpiceJet also listens to its consumers and offers experiences that they value. This is what keeps the brand alive and fresh in their minds. A positioning such as this, cuts through the clutter in a market that is driven by price based competition that has threatened to commoditize brands."
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| "SpiceJet was conceptualized as a carrier that will always provide safe, value-for-money, comfortable and hassle-free air travel. The brand's rapid progress over its first four years was built on excellent customer experiences and positive word of mouth. We realize that as we grow, we need to expand our brand's reach and appeal to an audience who will want to travel more than before and for reasons other than price; with a wider range of expectations from the airline. The challenge was to connect with this audience and position SpiceJet as a brand that offers more than others in its competitive set," he concluded. |
| This is the first brand campaign for SpiceJet by Contract Advertising Agency. Each advertisement highlights one value proposition through the visual and the body copy, while other offerings are iconized within the eye catching layout. |
| The new "Get More When You Fly" campaign will roll out in the Budget 2009-10 issues of major Indian magazine and on radio - nationally. As a way of expanding the brand's reach and ensuring better recall, the magazine route was adopted over newspaper which was used primarily to communicate time bound consumer promotion. |
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About SpiceJet Ltd.: |
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SpiceJet is India's most preferred Low Fare Airline, delivering the lowest air fares with the highest consumer value. We operate 125 flights daily to 18 cities viz. Ahmedabad, Bangalore, Bagdogra, Chennai, Coimbatore, Delhi, Guwahati, Goa, Hyderabad, Jammu, Jaipur, Kochi, Kolkata, Mumbai, Pune, Srinagar, Varanasi and Visakhapatnam. Our on-time performance is amongst the best in India and coupled with a Technical Dispatch Reliability of 99.6%, making us an airline with least cancellations. SpiceJet's new generation fleet of 19 Boeing 737-800 / 737-900ER aircraft are backed by cutting edge technology and infrastructure to ensure the highest standards in safety and operating efficiency. |
| SpiceJet is the winner of: |
- National Award (ICWAI) for excellence in Cost Management (March 2009), New Delhi
- 2008 Frost & Sullivan Indian Commercial Aviation Emerging Company of the Year Award (Nov 2008) London
- Smart Travel Asia's Top 10 Best Budget Airlines in Asia (Sept 2008) Hong Kong
- Outlook Traveler's Best Low Cost Airline (Feb 2008) India
- TAFI – Abacus's Best Low Cost Airline (Sept 2007) Malaysia
- "CIO 100 Award" for IT efforts for customer satisfaction and business growth(2007 & 2008)
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