Airline Livery and Airline Branding: Introduction

Marketing and branding are everywhere. You can’t escape the pull of corporate logos, advertisements, and thinly-veiled messages present in everything you do. The average American, according to Consumer Reports, is exposed to 247 advertisements per day, and marketeers are forever on the lookout for the next big way to send their corporate sales pitch out to a large - but targeted - audience.

This, perhaps surprisingly, takes us to the airport. The commercial airline industry carries an estimated 2 billion passengers a year, who spend anywhere from $1 (with low-cost carriers like RyanAir and easyJet) to over $100,000 (for a spot on the maiden flight of Singapore Airlines’ new Airbus A380).

In the departure lounge, waiting for a flight, this is a rich - and captive - audience. So what can airlines do to market to all of these people who will fly and will spend money? Read the rest of this entry »