Metaverses and Advergaming Strategy for Online Travel and Airliners
Last week I worked on metaverses and advergaming strategy for Air france. I think this doc should help a lot of online travel companies and other airline companies. It was difficult to find stuff on the company and marketing budgets, but with some assumptions and math did come up with a neat enough proposal.
Here is an extract of my report:
“The typical customer lifecycle for the travel industry can be described as per the image below:
Figure 1 : Customer Relationship Cycle
In the case of travel companies, the most important driver of revenues and booking patterns is the Loyalty and Awareness of the offers, and it has been seen that customers are beginning to be more and more demanding and less loyal, especially when we look at some of the key points raised at the Microsoft Travel Marketing summit June’ 09. The highlight of the discussion point – “there has been 19% decline in brand loyal travelers between 2006 and 2008.”
Looking from this angle the strategy adopted by Air France at a high level seems to follow this pattern:
- Generating high branding and awareness – Air France has just gone through a complete re branding activity The SVP of Corporate communication of Air France in his press release – “This new graphic identity aims to communicate what Air France is today: a company loyal to its national identity and to the values to which it is attached, but also becoming—most notably through the creation of the Air-France KLM group—a global brand with half of its clients being from countries other than France”
- Keeping the right mix is the key – Brand versus Performance Advertising
- Showcase travel safety especially after the recent crash
Detailed report : Check out the slide share document
Comments and Critics are welcome. Let me know on the room for improvement.
