RichardMEL
Jan 23, 02, 9:06 am
Absolutely price before image for Ansett II
By Andrew Hornery, Marketing Writer
Nick Cleaver is facing corporate Australia's biggest marketing challenge in
years: how to fill Ansett's empty seats. His North Sydney advertising
agency DDB has spent the past few months devising a marketing strategy
to relaunch the Ansett brand and introduce Australians to an entirely new
airline.
DDB was so keen to handle the Ansett account it did not charge a fee
when it worked for the airline during its time under administration.
"As a result we now have a commercial relationship with Ansett. We will
be paid for the services we provide," Mr Cleaver said.
Pending the outcome of the coming creditors' meeting, Ansett Mark II will
adopt a more "tactical approach" to marketing than its predecessor.
That means there will be none of those multi-million dollar commercials like
last year's much maligned "Absolutely" campaign, which featured Ansett's
controversial former CEO, Gary Toomey.
Nor will the new Ansett be spending anything like the $60million plus a year
it was pumping into advertising before the collapse.
It is expected Ansett's new marketing strategy will be based around more
cost-effective retail advertising focusing on services and price instead of on
image-conscious "branding" ads, traditionally designed to create a feel-good
impression of the airline.
"There is a tremendous amount of affection for Ansett which is a truly
Australian icon brand. Ansett has a tremendous heritage and the brand
name remains the same, so there are obvious continuities with the past.
However the important thing for us is to look forward and what Ansett will
mean to people in the future," Mr Cleaver said.
"We're not taking any lead from past campaigns. This is a fresh start.
There is a very clear business imperative for the role of advertising, and
that is to fill aeroplanes. So in the immediate future there is a need to focus
on selling tickets."
But he said that did not mean Ansett would become a discount airline.
"It's going to be a full-service airline with things like valet parking, business
class, good in-flight meals. There is a tremendous advertising and marketing
challenge for us."
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RichardMEL, UA 1K
A Star Alliance Member.
By Andrew Hornery, Marketing Writer
Nick Cleaver is facing corporate Australia's biggest marketing challenge in
years: how to fill Ansett's empty seats. His North Sydney advertising
agency DDB has spent the past few months devising a marketing strategy
to relaunch the Ansett brand and introduce Australians to an entirely new
airline.
DDB was so keen to handle the Ansett account it did not charge a fee
when it worked for the airline during its time under administration.
"As a result we now have a commercial relationship with Ansett. We will
be paid for the services we provide," Mr Cleaver said.
Pending the outcome of the coming creditors' meeting, Ansett Mark II will
adopt a more "tactical approach" to marketing than its predecessor.
That means there will be none of those multi-million dollar commercials like
last year's much maligned "Absolutely" campaign, which featured Ansett's
controversial former CEO, Gary Toomey.
Nor will the new Ansett be spending anything like the $60million plus a year
it was pumping into advertising before the collapse.
It is expected Ansett's new marketing strategy will be based around more
cost-effective retail advertising focusing on services and price instead of on
image-conscious "branding" ads, traditionally designed to create a feel-good
impression of the airline.
"There is a tremendous amount of affection for Ansett which is a truly
Australian icon brand. Ansett has a tremendous heritage and the brand
name remains the same, so there are obvious continuities with the past.
However the important thing for us is to look forward and what Ansett will
mean to people in the future," Mr Cleaver said.
"We're not taking any lead from past campaigns. This is a fresh start.
There is a very clear business imperative for the role of advertising, and
that is to fill aeroplanes. So in the immediate future there is a need to focus
on selling tickets."
But he said that did not mean Ansett would become a discount airline.
"It's going to be a full-service airline with things like valet parking, business
class, good in-flight meals. There is a tremendous advertising and marketing
challenge for us."
------------------
RichardMEL, UA 1K
A Star Alliance Member.