Desi airlines join advertising warfare

Bangalore/New Delhi: In a bid to grab the attention of travellers in the crowded skies, domestic airlines are upping their advertising and marketing spends while adopting innovative measures to stand out.
Jet Airways and Kingfisher Airlines top the charts with spends of over Rs 100-125 crore each. Among low-cost carriers (LCC), Air Deccan leads the way with ad and marketing spends in the range of Rs 30-32 crore, followed by SpiceJet at Rs 18-20 crore. Premier carrier Paramount Airways, which plans to enter the western market next year, claims to have earmarked total ad and marketing communications spend of Rs 50 crore for 2007-08.
Even Air India, which spent mere a Rs 5 crore for advertising last year, has set aside around Rs 20 crore this year, with major chunk being directed towards its new international destinations. IndiGo, the ad spend for the year remains at modest Rs 10 crore.
Jet Airways for the first time is organising road shows in the country and abroad to showcase its new first class and business class product offerings. SpiceJet, a low cost carrier, is also looking at reaching out to travellers through the TV. Others like Paramount Airways are looking at using the internet extensively to target corporate clients.
Air India is planning to tap radio and internet for advertising internationally.
24/08/07 Urvashi Jha & Sudipto Dey/Economic Times

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Categories: General Aviation Aug 2007