Subject Index
 

Frontier wanted to increase traffic to its website, expand its email database, increase online bookings and boost membership in its EarlyReturns frequent flyer program. In addition, the airline wanted ...

As JetBlue continues to grow aggressively their key challenge is to get bigger without becoming “JetBig”.The campaign needed to restore JetBlue’s sense of momentum and leadership (internally and exter ...

For years, Flip the dolphin (one of the talking animals on Frontier’s plane tails) was sent to frigid Chicago. But all that changed when Flip publicly declared: I either go to Mexico, or I quit! The e ...

Air New Zealand prides itself on having a strong culture of innovation, and in June 2006 the company decided it wanted to use this to appeal to the New Zealand domestic traveller. A significant issue ...

WestJet was founded in 1996, and a decade later was the most profitable airline in North America. As a brand, it focuses on business efficiency, employee satisfaction, and providing a superior custome ...

Dutch airline KLM wanted to grow its online business, while also reinforcing its image as a friendly and sympathetic global airline. To increase the scale of its online reach, it aimed to use a viral ...

Helmed by the British entrepreneur Sir Richard Branson, Virgin Atlantic Airways Limited hoped to attract the posh jet-setters abandoned by Concorde, a line of supersonic jets owned by British Airways. ...

The September 11, 2001, terrorist attacks crippled the airline industry in general and UAL Corporation's United Airlines in particular, forcing the company to file for bankruptcy in 2002. Thoug ...

In 2002 UAL Corp.'s United Airlines was forced into bankruptcy by years of dwindling profits compounded by the terrorist attacks of September 11, 2001, which left the airline industry in disa ...

"Fly the Friendly Skies" had been a stalwart slogan for United Airlines since 1966, but as legions of business travelers could attest, the skies became increasingly unfriendly in the 1 ...

Southwest Airlines Company began as a carrier connecting the Texas cities of Dallas, Houston, and San Antonio and remained a regional airline for nearly two decades before taking its short-haul, small ...

With the "E-Ticket" advertising campaign Northwest Airlines, Inc., the largest subsidiary of Northwest Airlines Corporation, encouraged consumers to try its electronic ticketing system o ...

JetBlue Airways was the brainchild of David Neeleman, an aviation expert. It was Neeleman's third foray into start-up discount airlines; he launched the Salt Lake City, Utah-based Morris Air in ...

Although Delta Air Lines, Inc., was the number three air-passenger carrier in the early 1990s, by 1996 it was feeling the pressures of low-cost carriers such as Southwest Airlines. Budget-conscious ai ...

Delta Air Lines was the number three air-passenger carrier in 1999, behind number one American Airlines and number two United Airlines. Delta's goal was to move up in the rankings to number o ...

"Millions of reasons to fly today; only one that matters to you" was the central message of the "On Top of the World" campaign for Delta Air Lines, Inc. The campaign ackn ...

AirTran Airways took to the skies in 1997 following the merger of AirTran, a small carrier serving 11 cities from its base in Orlando, Florida, and ValuJet, a discount carrier struggling to rebuild af ...

Canadians are accustomed to seeing a small group of big companies dominate different business sectors. This was highly evident in air travel, where Air Canada held a very strong position over the mark ...

Travel to London began to face a significant challenge as consumers became more savvy, using online aggregators to hunt cheap international air fares. Because British Airways occupied a premium niche ...

A case study describing the role of a new website in helping bmibaby, a low-cost subsidiary of the airline British Midland, secure number two slot in the competitive low-cost air travel market. On a t ...

In a hotly contested market, HLX reached its break-even point ahead of schedule with a minimum budget compared to its competitors. The 'Fly for the price of a taxi' campaign successfully communicated ...

A review of Air New Zealand’s loyalty programme revealed two major trends – consumers were finding it difficult to redeem their points and the airline was carrying a fiscal liability in terms of accru ...

In the fall of 2004, United set out to launch a new low-cost carrier-a move that was critical to staving off the competitive upstarts and helping the company emerge from Chapter 11. In just six short ...

Priceline.com's 'The New Priceline' campaign focused on what online travel consumers desire most-choosing exact flights, times, and airlines-all at low prices. The unique advertising approach was to c ...

United overcame the fiercely competitive dynamics of the airline market (and the competitive handicap of Chapter 11) to turn its business around. United identified the target key to its profitability ...

In the fall of 2004, United set out to launch a new low-cost carrier--a move that was critical to both staving off the competitive upstarts and helping the company emerge from Chapter 11. In just six ...

This case study tells the story of how BA faced up to new competition using communications to drive through a fundamentally restructured business model. BA was facing huge threats from low-cost airlin ...

Having relaunched the Air New Zealand brand with “Being There Is Everything” and introduced the Express Class service, the remaining challenge was to reinvigorate Air New Zealand’s retail communicatio ...

Air New Zealand had established a new business imperative of driving sales online to maximise profit. The need to generate massive growth in sales volumes meant the airline also had to grow its online ...

Campaign for United Airlines, at a time of global recession following September 11. Global strategy out of US had been directed solely at business travellers (the bulk of income) and based on the slog ...