Asia Airlines: Advertising Campaign Essay Example

changed the definition of airlines that air travel is a luxury and it is only for the upper segment of the population. The key objective of low cost carriers is to increase their reach and provide the services to a large segment. However, the low cost carriers are now facing some challenges in the market.

BUSINESS MODEL AirAsia follows the Low-Cost-Carrier (LCC) business model in the airline industry, which can be characterized as below:

• Low Cost Carrier (LCC) Business Model Simple Product
• Catering on demand for extra payment
• Planes with narrow seating and only a single class No seat assignment
• No frequent flyer programmes Positioning
• Non-business passengers, especially leisure traffic and price-conscious business passengers.
• Short-haul point to point traffic with high frequencies
• Aggressive marketing
• Secondary airports
• Competition with all transport carriers Low Operating Costs
• Low wages
• Low airport fees
• Low costs for maintenance, cockpit training and standby crews due to homogeneous fleet
• High resource productivity
• Short ground waits due to simple boarding processes
• No air freight, no hub services, short cleaning times, and high percentage of online sales

Asia Airlines Products FIRST CLASS ECONOMIC CLASS MEALS Logo Structure LOGO FLY ATTENDANT AIRPLANE Few places in the world contain the beauty, charm, diversity, and affordability of Bali. With its amazing beaches, extraordinary volcanic reliefs, stunning terraced rice fields, beautiful temples, countless leisure activities, incredible culinary choices, and world re-known nightlife,. Bali offers something special for every vacationer. In addition to its year round warm temperatures, Bali has the lowest crime rate in all of Indonesia and is considered "safer" than most European cities.

In fact, Bali has become a major holiday destination for families as the Balinese culture embraces

families and is quite accommodating for families with children of all ages. Why Choose Bali as destination ? Bali Map Temples Rice Fields Rice Fields Bali Hotels Bali Beach Advertising Strategy: Introduce commercial of Air Asia Airlines to promote massive Newspaper advertising campaign in Perth about Fly tickets promotion Perth - Bali for 140. 00 On total will be 7200 tickets available to sell worth $ 1. 008. 000. 00 on the Asia Website during period of 21 – 28 November 2011. Main reason/result of project

This campaign have the objective final of sell over 60% of total tickets available to sell return investment of $ 604. 800. 00 for our client. The last same campaign on 2010 the company sold 53% of all tickets available to sell. Air Asia in particular are lowering prices to some destinations and revising visa restrictions for the fast growing in-bound Indonesia Market. Project Goals + Brand Identity Customers are happy to buy with Air Asia for be the cheapest airlines also for customer’s service and very good web site surf navigation. Customers will have to go to website www. airasia. com. u to buy the ticket and also on website they will have opportunity of check out others promotion creating a Triangle sell program and bringing more results for our client.

Area of Project This campaign will be delivered on Perth Area also South WA where will have a potential customers for this promotion. Creative Development Advertising We created our ADV on a Peace Beach somewhere in Bali, feeling like a nice place to be on holidays, good weather, clear waters, white sands for a incredible price of 140. 00.

ADVERTISING

CAMPAIGN Key message “ Mid Year Breaks to Bali” Target Audience All Perth population and Region All age, Male and female. All races over 20. 000,00/year, who wants to have a holiday in Bali middle of next year for a very good deal price. Format The size of the ADV will be 150mmX100mm one face front print.

We are the Number 1 publisher of news (including sport) and weather*, with Number 1 sites across news, gaming, recipes, fashion, and health and wellbeing. NDM is also the Number 1 publisher of lifestyle content online in Australia. * Our premium content environments and trusted brands attract an engaged audience across key demographic groups: men, women, grocery buyers with kids, ABs, and 18 – 34s. We lead the way in publishing content nationally across multiple platforms throughout the day. Our smart technology solutions offer advertisers a suite of sophisticated ad products designed to connect with our users.

The following terms and conditions apply, in addition to the general advertising terms and conditions (http://ratecard. thewest. com. au/terms-a-conditions-the-west), to online advertisements. In the case of any variations between these online terms and conditions and the general terms and conditions, then these terms and conditions prevail for online advertisements.

The Publisher has no liability and Advertiser indemnifies Publisher in relation to any failure of telecommunications services or systems which affect the receipt by Publisher of an advertisement or the publication of a campaign.  Publisher makes no representation or warranty in relation to the number of visitors to its websites or the number of impressions at any site except for any made expressly in writing by Publisher. Creative Conditions and Specification 1. Standard and Rich

Media creative must be received no later than 5 working days prior to the campaign start date. If creative is received after the relevant date and results in a campaign being delayed, the publication of the advertisement will be considered to have commenced as of the date on the insertion order.

It is the advertiser's responsibility to arrange and manage re-directs with third party adservers and provide such third party with the creative and lead time requirements. Publisher will not compensate clients for campaigns which are affected or delayed in any way by third party adsend/er redirect problems. Publisher may in its absolute discretion remove any redirects from Publisher's network which are delayed in serving advertisements.

All click-through URLs must enable the browser’s back feature to allow users to return to Publisher‘s website.  Cancellation of any advertisement or campaign must be received in writing no later than 21 days prior to the commencement of a campaign in order to receive a 100% refund. Any cancellations made after this time will be subject to a minimum cancellation fee of 100% of the total cost of the entire campaign. Campaigns cancelled at the request of the Advertiser after the campaign has commenced will not be entitled to a refund of any unused portion of the campaign.

The insertion order is valid for 72 hours from the time it is provided to Advertiser. Publisher cannot guarantee the order is fulfilled unless a signed copy of the insertion order is received within that timeframe. These terms and conditions form part of the insertion order and are binding on Publisher and Advertiser once the insertion order is signed.

Advertising Conditions

1. Publisher may at its
   

absolute discretion refuse to publish any advertisement without giving any reason. In case of refusal, no charge to Advertiser shall be incurred.

have been incurred had the full agreed volume been published.

Creative Conditions and Specifications

1. Standard creative must be received no later than 3 working days prior to the campaign start date.
2. Rich media creative must be received no later than 5 working days prior to the campaign start date.
3. Solus email final creative must be received no later than 5 working days prior to the send date. Solus creative must contain an exclusive offer for NDM subscribers and must be built to spec as per the Solus Email Guidelines. Solus sends may be delayed if the offer does not meet these requirements.
4. If creative is received after the relevant date and results in a campaign being delayed, the publication of the advertisement will be considered to have commenced as of the date on the insertion order.
5. It is the advertiser’s responsibility to arrange and manage re-directs with third party ad-servers and provide such third party with the creative and lead time requirements. Publisher will not compensate clients for
   

campaigns which are affected or delayed in any way by third party adserver redirect problems. Publisher may in its absolute discretion remove any redirects from Publisher’s network which are delayed in serving advertisements.