The aviation industry may be seeing bursts of activities in the advertising space, but Wadia Group’s GoAir is all set to choose a new creative partner to prepare for its upcoming marketing activities. The objective of the creative brief is to select the right fit in an advertising agency that can understand GoAir and its vision and correctly position the brand, transforming it by its “intellectual, creative and consumer centric advertising skill set”.
The pitch goes underway in Mumbai today and it is understood that GoAir has engaged almost 15 agencies in the process including some of the largest names in the business. According to industry estimates, GoAir currently enjoys a market share of 7 per cent in comparison to 17.8 per cent of SpiceJet and 27 per cent of market leader Indigo.
One of the key objectives of the exercise is to position GoAir as a preferred choice for airline consumers for whom two key deciding factors while choosing a flight is fare and punctuality of flight timings.
GoAir was launched in 2005 to capitalise on the growing aviation industry, and the pitch process comes at a time when the government has announced an FDI in the aviation sector, which would allow Indian companies in the sector to benefit for international expertise and investments.
The marketing objective for the brand is to acquire, satisfy and retain consumers who will use GoAir as the preferred brand by choice by building demand and building the brand.