To Re-Brand or Not?

Fledgling carrier Strategic Airlines, has come across a bit of branding mishap. They are in a market that is already overflowing with established competitors and then they go about creating a brand and product without synergy, which results in a self induced coma. That is, finding your way into the market, but then deciding not to go right ahead and make yourself an exclamation point within the market!

So here we go...The problem: the name says one thing, the commercials say another and the destinations that they fly to, yet another. What is one to think of all this mayhem and confusion? Better yet what was the creative team behind the original brand image thinking?!?! (Although I have it on good note* that only $400,000AUD was spent on the original campaign...which does not go unnoticed)

Thankfully for Strategic Airlines, they have acquired the skills of CumminsRoss, a new full service advertising agency opened in January of this year. A risk you might be thinking, a newly formed agency re-branding a new airline carrier, but fear not the agency is fronted by advertising heavyweights Sean Cummins and Jason Ross. Who both have experience from working with Australian Airlines and Cummins has a one up on his partner, he has also worked with Virgin Blue with his former agency SapientNitro. (www.bandt.com.au)

However, what perplexes me most is the name,"Strategic Airlines" and the destinations they travel too. They have television advertisements, which are aired late at night and are aimed at up and coming business people (which falls in line with the name), however in contrast to this the destinations are primarily holiday spots, Bali and Phuket, regions of minimal business but major party, shopping and relaxation. (Bit of conflicting situation we have here) On the upside, I can understand the low-budget airline with a full service feature (I mean...who would not want that) and the targetting of up and coming business types, as we all know, that's us Gen Y, and we love being the centre of attention and wanted by a company. This however, is not enough to make a solid brand image nor a brand for consumers to relate too.

So from what we know to what we don't. Where to from here for Strategic Airlines. Well a name change for starters, a new advertising campaign, a greater variety of media vehicles, with a new message and well a new target audience to go with it, or a change in destination, whatever is cheaper and more beneficial in the long run. Speaking of which, the long run, where do we see soon-to-be former Strategic Airlines? Flying high or grounded on the tarmac? I guess that is now in the hands of CumminsRoss.

https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiQ8ZMOJMIVuE9-UFdJHiLSjmPc_VDdNMD3QSOPUKyPlgnvBpsRPtFgaWUCYxjAUN4YdAU2InFOE3ylXo6e_K1qI3QoYROWJp7jqBxNOfhhlIYVhn5z7toTFon7AruxjMUVnx2Eerol5Xk/s1600/strategic.png

*Good note: BandT.com.au