SpiceJet takes off from Delhi, without using the runway

New Delhi Low cost carrier (LCC) SpiceJet, in association with its outdoor agency MOMS, has put up a 40-feet-long replica of Boeing 737-900ER, one of the latest additions to the company's fleet, on a green patch en route to Terminal 1D of Indira Gandhi International Airport in Delhi. The structure, put together over a period of two months, is made out of iron and covered with fibre glass to provide the desired finish. In order to achieve a better view, the agency has also carried out landscaping on the site.
Though a similar idea was executed by Kingfisher in 2008, where a 35-feet replica of the Airbus A340 was displayed at the Bangalore International Airport (BIA), the SpiceJet innovation is the first of its kind in Delhi.
Speaking on the innovation, Anish Srikrishna, senior vice-president and head of marketing, SpiceJet, says, "Considering the fact that we target the urban upper-middle class, outdoor works best for us; more so, when the innovation is as disruptive as this. A brand is an outcome of the product, the services offered and the way it speaks to its audience. Confidence in our brand is the key element of our communication."
The outdoor campaign is being rolled out in 18 cities where SpiceJet provides services, including Delhi, Mumbai, Kolkata, Guwahati, Bengaluru, Ahmedabad and Goa. Outdoor formats such as hoardings, neon signages, bus shelters and kiosks will be used for the campaign.
18/02/10 Rohit Nautiyal/afaqs!

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Categories: Airports Feb 2010, New Feb 2010, spicejet Feb 2010