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Days ago Avianca launched an advertising campaign where they mentioned that the A was lost and it only read vianca, what do you think happened? Was it a good strategy? I'll tell you the final result.
We lost our "A"! It was one of the messages of the campaign that the airline started recently and without a doubt it was a boom with millions of impressions on all its digital channels..
The advertising campaign of Avianca "The A was lost" was released in Colombia last october. The campaign aimed to generate noise and play with people about what happened to this letter, that without it the mark could be read: Vianca.
Image change or brand change?? They were the ideas that were generated among the curious who got hooked on the campaign, that beyond the claims that were read on social networks, where travelers took advantage of this space to talk about the service, prices and other negative aspects, There were millions who generated such engagement, I don't think an airline has ever generated something of such magnitude before..
Avianca updates its brand and is now avianca
The campaign was based on a play on words, since "avianca" can be read as "a-vianca", suggesting that the A had been lost.
I share an Aero Report with what was the launch of this rebranding of Avianca available on YouTube:
The campaign launched with a series of videos and advertisements showing people searching for the A in conspiratorial ways.. Without a doubt, expectations were high and generated a huge conversation., until finally the 18 October we were able to find out what happened to the "A".
At an official event held by the airline in Bogotá, of which I was part, I was able to see first-hand what changed at Avianca, the why and how the brand is from exactly the 17 October where the rebranding was presented.
After 104 years of operation, being the second oldest airline in the world, avianca said goodbye to the capital 'A' and welcomed the lowercase 'a', as a symbol of a company that, preserving the best of its legacy and offering what the modern world demands, It stopped being for a few and now it is for everyone.
As well, the change is simple, the capital "A" of Avianca is replaced by a lowercase "a" at the beginning of the brand. It continues to be called what we have known it for years and there is no radical change of image either..
Why the change?
Avianca, sorry, Avianca indicated in a press conference that this change responds to new generations and global trends, seeking to get even closer to society as an inclusive airline with access for all.
For this reason, its new slogan is: Heaven belongs to everyone.
And the planes?
Yes, more than one will go through a painting or repainting process. 127 airline fleet aircraft, where the A will change to an a on the main fuselage. This job will require some 3 days of service by plane and will be gradual as they enter scheduled maintenance.
each plane, of which 10 have already gone through the brand update process, would require an investment close to $10 one thousand dollars, which will also be added to the process of new uniforms and changing signage in airports and offices throughout its network of destinations.
The new Avianca
Months of aggressive growth are coming for the airline, increasing routes and reaching a record of up to 750 Daily flights.
Hoy, the airline operates 146 routes in all its subsidiaries, being one of these 26 new.
With a 89,8% of punctuality, which has made it the most punctual of the year 4 months, the airline has transported more than 32.5 million passengers in the group, 2 million more than before the pandemic, of which 18 They are from the Colombian regions.
As for fleet, the airline will incorporate 16 planes Airbus A320 this year, 3 Boeing 787 the 2024 and from the 2025 deliveries will begin 100 Airbus A320neo.
But, The mystery of the change in Avianca ends, What do you think and what do you think of this rebranding?? I read them…
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you fell short. you only said what we already know…but did it work?. I don't think there was a lot of hate advertising. In addition, this change implies becoming low-cost but that is not seen in the short term.. In addition, will compliance rates also change as costs?,. They will reduce cabin space in the long term?. more chairs? time will tell
Hi Cesar, Only time will tell if this strategy worked or not and that will be seen in the number of travelers. Low cost, the airline has been changing its model for single-aisle flights for some time now., so there is nothing new. About the seats, these are already implemented and there is no more space, all the possible density allowed by the manufacturer is already there.
I do not agree with that lowercase Avianca name since other well-known airlines always appear with capital letters, for example.: American Airlines, Lufthansa, Cup, Aeromexico among others. That's why I'm in favor of the original name.: Avianca.
Thank you Luis for your contribution and sharing your opinion.