Airline Advertising
An original notion that the passenger as paying
Aeroflot ‘customer’ should be exempt from what is
advertisement becomingly increasing known as ‘the
depicting the kind hassle factor’.
of service many With the commercial air travel industry
marketeers seem becoming increasingly competitive, airlines
to be under the are also coming under increasing pressure
delusion still to transport as many passengers as
exists. possible at minimum cost, which in turn
can often lead to overcrowding, over-
bookings and disappointments in seat
allocation. Flight cancellations or
increasing delays, particularly within the
budget airline sector, will often make the
situation even worse.
Airline advertisements, particularly those
promoting long haul flights, also often
incorporate the carrier country’s airport
facilities into the publicity package using
images of spacious lounge areas, elegant
restaurants and even spa treatments.
Such services are usually only open to
Business class travellers and airports in
general tend to be crowded functional
spaces with uncomfortable seating and
expensive food outlets. The luxurious
images used in advertisements for Middle
Eastern airlines contrast particularly
sharply with the poor quality of airports in
countries such as Qatar, Jordan and Oman.
For many travellers, the flying experience
does begin at the airport and the negative
factors outlined above can severely sour
of air travel, the reality of cramped “The food (hot sandwich both ways/no the experience and disgruntle passengers
Economy seats, surly stewardesses and choice) inedible and the flight attendants before they even board the aircraft.
mass produced or often exorbitantly priced were disinterested and bored looking.”
cabin food, complete with plastic cutlery,
can seem far removed from the promises The “Hassle Factor”
made in the glossy advertisements. This ...Singapore Airlines,
disappointment combined with general Airline advertisements often feature
stress and exhaustion could lead to a relaxed travellers breezing through check-
Emirates, Virgin Atlantic,
volatile cocktail of passenger emotions. in, browsing the duty-free shops and, in the
Excessive alcohol consumption, also an in- case of a recent Emirates airline
and Air New Zealand
flight security risk, may also prove to be an commercial, even enjoying a massage in
are just a handful of well
explosive catalyst when combined with the airport lounge. What they fail to depict
passenger discontent and resentment. are the realities of increasingly lengthy
known airlines which
Skytrax, the respected on-line airline check-in lines, security procedures and
review website regularly carries comments uncomfortable airport lounges. continue to promote
from passengers expressing disappointment Since the hijackings of 9/11, the
with in-flight service and the flying “Shoebomber” incident, alleged liquid
their brand with images
experience in general. A recent posting explosive plot and other subsequent
about a well known Middle-Eastern carrier terrorist threats against aircraft, airport
of attractive flight
clearly illustrates the disparity that can arise security has become more stringent
between the harsh realities of Economy class leading to earlier check-in times, longer
attendants ready to
travel and the misleading airline publicity waiting lines and often intrusive screening
provide cheerful,
images which, in the case of this airline, of both passengers and their personal
portrayed attentive cabin crew and elegantly items, including shoes, coats and belts.
unlimited hospitality
presented in-flight cuisine. Though understandably necessary, such
“The airline seriously needs to review the measures do contrast sharply with the and glamorous sex
information to passengers provided on perception of flying as the most convenient
their website,” complains the passenger. and time efficient means of travel, and the
appeal...”
22 Register now for FREE instant access to ASI online by visiting www.asi-mag.com April 2009 Aviationsecurityinternational
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