Mumbai: Boeing’s Dreamliner is here and the hard-sell has begun. Newspaper readers were in for a surprise last week when they saw prominent ads released by national carrier Air India inviting corporate executives to consider flying the airline since the Dreamliner was now part of its fleet.
The focus was on the young corporate flier who would otherwise consider other airlines (read private) as his preferred mode of transport. But Air India officials say they knew exactly who they were targetting and why. “Our strategy is to remind corporate travellers of our product advantages,” says a senior Air India official. “Plus we have been successful with our “Jaldi Jaldi” discount scheme. We carried out dipstick surveys in metros and found that newspaper readers do associate with the term Jaldi Jaldi (or fast) with Air India. It made sense then to consider newspaper ads. And you will see three more such advertisements in the coming days targeting corporate travellers," he says. Air India’s attention to detail is not without reason. After a long time, the national carrier has something to cheer about.
“With its sophisticated, futuristic designs, Air India’s B787 Dreamliner is the most advanced aircraft in the sky, with wing, nose, tail and flight deck windows having been engineered for maximum aerodynamic efficiency among others,” a release from Air India said on September 19, when the Dreamliner made its first flight from New Delhi to Chennai.
02/10/12 Aneesh Phadnis & Viveat Susan Pinto/Business Standard
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The focus was on the young corporate flier who would otherwise consider other airlines (read private) as his preferred mode of transport. But Air India officials say they knew exactly who they were targetting and why. “Our strategy is to remind corporate travellers of our product advantages,” says a senior Air India official. “Plus we have been successful with our “Jaldi Jaldi” discount scheme. We carried out dipstick surveys in metros and found that newspaper readers do associate with the term Jaldi Jaldi (or fast) with Air India. It made sense then to consider newspaper ads. And you will see three more such advertisements in the coming days targeting corporate travellers," he says. Air India’s attention to detail is not without reason. After a long time, the national carrier has something to cheer about.
“With its sophisticated, futuristic designs, Air India’s B787 Dreamliner is the most advanced aircraft in the sky, with wing, nose, tail and flight deck windows having been engineered for maximum aerodynamic efficiency among others,” a release from Air India said on September 19, when the Dreamliner made its first flight from New Delhi to Chennai.
02/10/12 Aneesh Phadnis & Viveat Susan Pinto/Business Standard
