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News

LONDON: The airline industry competes fiercely on price, but as air travel has become a commodity even budget airlines are having to rethink their customer experience as a way of differentiating the brand.

News

NEW YORK: The link between outdoor media and mobile location data is being taken a step further by a US business using “wrapped” cars and geofencing to enable retargeting.

News

SINGAPORE: Nine in ten potential bookings in the Asia-Pacific travel sector are abandoned before purchase, according to research which also demonstrates that retargeting with a degree of personalisation can successfully recover at least some of ...

News

NEW YORK: Trustworthiness is more impactful for celebrity endorsers than expertise or attractiveness when it comes to boosting brand credibility, according to a study of the airline industry published in the Journal of Advertising Research (JAR).

Article

Explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business.

Opinion

With the number of overseas Chinese tourists predicted to rise exponentially by 2023, PSI’s James McEwan takes a closer look at the new Chinese travel market.

Gunn Report

Contains the creative for the 'The A/C Vests' campaign for Emirates NBD by the agency FP7/DXB in United Arab Emirates.

Opinion

Cathay Pacific is the brand that has achieved the greatest uplift over the past month in Hong Kong, according to YouGov’s BrandIndex Ad Awareness score.

News

SINGAPORE: As consumers in Asia increasingly opt for digital payments in place of cash, Singtel Group has announced plans to create a platform that connects mobile wallet users across the region.

Article

Examines how marketers can make use of the pratfall effect, where flaws make a thing more likeable, to improve brand image.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Research Paper

Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.

News

HONG KONG: Affluent Chinese women have a different take on luxury from women elsewhere in Asia Pacific and even within this segment, Hong Kong women can have very different views from their mainland counterparts, research suggests.

Article

Away, the suitcase brand, sought to disrupt a category with low levels of consumer satisfaction and engagement by adopting a profoundly different approach.

Article

Introduces a series of papers on how benchmarking can improve marketing performance.

Article

Using examples from Delta Air Lines, Lynx, Wilkinson Sword and Sky Television, this article explains how to tie in marketing metrics with the goals of the overall organisation and how to isolate the impact of marketing’s paid efforts to get close to people’s real experiences of the brand.

News

MUMBAI: Local food and beverages (F&B) and weddings are a particular focus in India for JW Marriott, as the hotel chain looks to tap into the growing domestic travel market.

Article

The price war has forced airlines to re-evaluate and re-imagine the customer experience – before, during and after the flight – to differentiate themselves from the competition.

Article

No amount of smart advertising can make up for a bad brand experience as far as a customer is concerned and customer expectations are growing faster than ever.

Opinion

Consumers don’t know much about what personal data is being collected. It’s not until they start asking questions that the bottom part of the “data iceberg” becomes apparent, according to Tuomas Syrjänen, CEO of Futurice.

Article

Chatbots are getting a lot of industry buzz – but brands must strike the right balance between utility, purpose and customer centricity in chatbot development to avoid being a flash in the pan.

News

NEW YORK: The decision of more than a dozen brands to sever their links with the National Rifle Association in the wake of the Parkland shootings of 17 students and teachers has increased pressure on others to dump the gun lobby as a boycott ...

Case Study

Putting customer experience at the heart of the creative vision paid dividends for Dubai Airports.

Case Study

The Nomadic Dairy Company redesigned its packaging and created an umbrella company to promote its products through a new brand name, to increase growth in the UK.

Case Study

A brand redevelopment project helped reposition Glasgow Prestwick Airport in the UK as a modern transport hub with close links to Scottish heritage.