Client
Utair
Background
Brand re-launch and communication development in aviation
Russia’s airline #3 with the one of the largest passenger turnover. Due to several macro-economic factors and mismanagement of risks company faced bankruptcy and stagnating sales on the growing market. The brand had weak equity without any emotional drivers and low loyalty from the passengers with one of the lowest NPS.
A comprehensive brand and company audit was launched to understand the weakest links in the passenger journey and travelers touch points. We have done a passenger segmentation and targeting for repositioning and new integrated campaign.
Outcome
Consumer journey with key functional and emotional drivers of brand equity verified
6 segments described, targeting passengers beyond destination/price combination
Territories for comprehensive brand re-launch and integrated campaign developed
All brand identity elements, including brand logo, plane liveries, and uniforms of the flight crew restyled
Concept for business class in adherence to the overall positioning developed
