SpiceJet, the latest entrant in the no-frills aviation space is banking heavily on outdoor campaigns to promote its brand. The airline is looking at all the strategic locations where it will initially operate for the publicity. As far as the outdoor mix is concerned, the airline has concentrated primarily on hoardings, utilities, railway platforms, airports, shopping complexes, and malls, said a company official.
The airline has also rolled out print campaigns across all leading newspapers from May 20, one day after the formal launch of the airline. The airline has no plan to come up with TVCs at the moment, according to the official.
Nures Sayeed, Vice President, Brand Communication, SpiceJet Limited, said, "For the first two three months we will primarily focus on outdoors as well as press and then we will think of TVCs."
The company has made an effort to break the myth that only the rich and the affluent can afford to fly. Its tagline 'flying for everyone' exemplifies this.
SpiceJet has roped in Delhi based graphic design studio, Gopika Chowfla Graphic Designs, for its campaign. Providing creative solutions for marketing issues, the studio has been instrumental in designing the logos as well giving the airline its brand identity.
Commenting on the reason behind going on for Gopika Chowfla, Sayeed pointed out, "We wanted to have a very strong graphic identity and Gopika is one of the best person that we can think of. She has got a terrific corporate identity."
The campaign is an effort to communicate to the consumers the joy and freedom of flying at ease. Said Gopika Chowfla, Creative Director of Gopika Chowfla Graphic Designs, "Basically the idea behind the campaign is to empower the ordinary people the power to fly."
"The message behind the campaign is to empower the people to plan their time and finances better," she added. About the TVCs, Chowfla said, "Since it's a low cost airline we didn't want to go overboard by rolling out TV commercials at the moment."
The company has earmarked a budget of Rs 15 crore for its promotional strategy for the first six months, informed Sayeed. However, the airline refused to comment on the amount that they have spent for this particular campaign.