Real Marketing

[BoeingBoy]

US Airways enlists Eisner for ad campaign

US Airways has hired Baltimore-based Eisner Communications to launch a major ad campaign for in Philadelphia, where a looming challenge by Southwest Airlines has put US Airways executives on edge.

Article

Jim

 

[usramperTPA]

I say go for it! What have we got to lose?

 

[FlyOnWall]

COULD IT BE?!?! It takes a threat from a rinky dink LCC to get those guys in CCY off their A**es to promote the stellar service this airline has to offer. I've overheard so many people at my office talking about how much they're liking the Southwest commercials. Hope they come up with something clever to get people talking about U. They better be sure to let everyone know that these Oh So Low Fares are going to be matched and that they can count on better service. Hope it all works out...for all of our sakes.

 

[AKA_trvlr64]

TOO LITTLE, TOO LATE



Even before Southwest officially started flying they had already taken the major sports teams sponsorships. US has been in PHL a heck of a lot longer and all they can do is give away pizza and car washes. I can't wait to see how they advertise in PIT or CLT. Oh wait!? Those cities are not important anymore to the lifeblood of US.


:down:

 

[AtlanticBeach]

Eisner is an excellent choice. They are a bit "edgy" and can be very creative in addition to standard PR/ marketing. The founder is very dynamic and may provide a change to the airline's image.

An interesting sidenote is that Independence Air (aka Atlantic Coast Airlines) has chosen a firm just down the street. Grey Kirk's biggest account for many years was Choice hotels until about 2001. They know the low end travel market.

 

[Light Years]

I like the "pinstripe and businesslike" image. Dumbing down the image doesnt attract people. The fares aren't unbelievable- they're just matched WN fares. That little article seems to me like US is just going to try and convince the world that they as are fun, wacky, and cheap as the other guy. The pizza and car washes would have been cute- IF it hadnt been just US copying thier competition.

Why doesnt US Airways, for once in its existence, pick its own plan and its own image and work on actually being it. It just seems like U is always trying to convince the world its something else- before they wanted to be thought of a major, professional airline. Now they want people in Philly to think of that crazy US Airways and thier unbelievable fares!

I'm jumping the gun here. I'm thrilled they are finally advertising. I just hope its something classy and timeless like United's current campaign and not like one of those Crazy Eddie ads from the 80's.

 

[ktflyhome]

What would really be nice, is to completely revamp our entire image. New modern up to date uniforms. It had been talked about a few years ago about going to a deep charcoal grey. That would be interesting. I just think this entire airline needs a face lift. It might also help the morale. 🙂

 

[Light Years]

I agree KT. I think it could actually just be a brand "refreshing". The US Airways rebranding is still relevant and classic, and it can be built on with new uniforms, a new slogan (that means something, not a generic 'fares' one) and a general cleaning up.

It would improve morale. US Airways is dead man walking. No one cares anymore. Its amazing what a little renewed energy and effort can do in helping a company move forward. Uniforms would be a great start.

 

[FrugalFlyerv2.0]

TOO LITTLE, TOO LATE



Even before Southwest officially started flying they had already taken the major sports teams sponsorships. US has been in PHL a heck of a lot longer and all they can do is give away pizza and car washes. I can't wait to see how they advertise in PIT or CLT. Oh wait!? Those cities are not important anymore to the lifeblood of US.


:down:

What about ads in the DC area? Afterall, US is the dominant airline at DCA.

In the last couple of months I'm aware of ads for the following airlines:

SW - lots of advertising (TV - SW's own ads + sporting events ads)
UA - lots of advertising on TV and radio (even newspaper I think)
UA-Ted - lame TV ads & lame PR stunts around DC
Spirit - yes, Spirit had radio ads (I think I even saw a Spirit newspapaper ad)

USAirways - I may have seen a USAirways logo on a rinkboard at MCI centre. Heck, even Amtrak Acela has more ad exposure here than US!

 

[Light Years]

Respectfully I disagree that no one care anymore. You read my trip reports. With most US employeess I find the service either the same or better thoughout the process.

PHL still has it's "Moments" attitude wise, but on balance think the effort is as high if not higher than it ever was. That's just the view from 2C

I just think, judging from my own experiences when I was there, even before things got really messy, that theres no clear objective or image for the airline. Southwest, American, JetBlue, Continental, whoever, all have an idea of what type of airline they want to be and act on portraying it. US Airways is kind of directionless and generic. The company acts like its been burdened with having to run an airline.

Just what are the employees supposed to be working towards? Whats the mission? Its always been to stay in business long enough to get bought. Now its just to stay in business and not let another airline steal one of the last scraps of business US has.

Theres a huge untapped source of employee pride no one's attempted to tap into. Employees were PROUD to work for Piedmont, and PSA for example. The newer hires at US Airways were proud to work there and wanted thier company to be a success. But instead of using this positively, mgmt just goes around telling the employees and the world what a loser airline US is and that its the employees fault.

Nothing ever happens at US unless it HAS to, and its usually half-ass. The new fares solely as a result of an attack from another company. Advertising because they are not even seen as the hometown airline in thier most valuable hub. Embarrasing, universal uniforms because they have to wear something.

Some of the recent initiatives show a little promise, but a little positivity, morale boosting, and clarity of a plan for the company from above would go a long way. The ongoing restructuring and new CEO are a perfect time to breathe new life into a gloomy company thats convinced everyone its got one foot in the grave.

 

[Light Years]

Found these on Google after a quick search for US marketing. They're not real... I'm not sure where they are from?

Joke ad #1

Joke ad #2

 

[700UW]

You know that was not funny, since the first plane was UAL and the second was CAL

 

[Light Years]

I was just wondering where they came from. If you feel they are in poor taste I'll remove them.

 

[700UW]

no not your fault

 

[AKA_trvlr64]

What about ads in the DC area? Afterall, US is the dominant airline at DCA.

In the last couple of months I'm aware of ads for the following airlines:

SW - lots of advertising (TV - SW's own ads + sporting events ads)
UA - lots of advertising on TV and radio (even newspaper I think)
UA-Ted - lame TV ads & lame PR stunts around DC
Spirit - yes, Spirit had radio ads (I think I even saw a Spirit newspapaper ad)

USAirways - I may have seen a USAirways logo on a rinkboard at MCI centre. Heck, even Amtrak Acela has more ad exposure here than US!

Wouldn't know about DCA since I don't live in that area or travel there anymore.

I will say that the new United ads are indeed classy and the JetBlue are very cute. Heck lets even throw in American Airlines ads as good and informative. What do these 3 airlines have in common? Other than more $$$?? ADVERTISEMENTS !!! They are willing to spend the money to make money. What a novel idea.

US should be promoting the fact that they are going to be a member of the *A in a few days. I would be blasting that information all over. But NO, it's in an email to there frequent flyer base, it's on the website. Big FAT hairy deal. Every frequent flyer that US has already knows this. So why not tell those that don't? Where's the print ads? Where are the TV spots. SHOW OFF what a great moment this truely is for US!!

Promote the fact that US will take you to places around the globe that Southwest can only dream about. There!! That's the ad slogan that should be used by marketing. I freely give it to them.