Pegasus Airlines reveals complete travel brand strategy at the Customer Engagement Summit 2015
LONDON (U.K.)– At the Customer Engagement Summit held in London on 26 November, Sibel Yaman Kavuklu, the brand marketing manager for Turkey’s Pegasus Airlines', highlighted Pegasus’ strategy to build on its unrivalled position to become a complete travel brand.
Pegasus Airlines, Turkey’s leading, and one of Europe’s fastest growing, low-cost carriers joined a number of other high-profile global brands presented at the summit, including Unilever, Virgin Media, Yahoo, HSBC and Travelodge among others, as Sibel presented her case study entitled 'Understanding context and consumer behaviour to enhance your offer throughout the customer journey'.
Sibel explained how Pegasus leverages extensive consumer insights and context to deliver relevant offers and products with a ‘feel good’ factor, and how the airline focuses not only on the product, but also on the consumer to become a strong full-service travel brand that provides the full range of travel services to its passengers.
Sibel explained how insights were derived from various sources, including from focus groups, ‘mystery passenger’ research survey results, and results from social media, to cater their offering to best match the different needs and wants of the various segments of their travellers.
“The focus has been on adding the ‘Feel Good Factor’ to Pegasus services to delight our guests” said Sibel, describing how the airline has pioneered with initiatives, such as producing much-loved safety demos appealing to all ages with its latest video featuring Marvel characters - enjoyed by almost seven million viewers around the globe.
“We’ve also collaborated with a famous Turkish chef to diversify the products on the Pegasus Café Menu, and integrated our CRM systems to be able to surprise children with an on-board cake and an announcement when they fly on the week of their birthday. These are just some of the ways that Pegasus has focused on giving its guests an experience beyond being carried from one place to the other to ensure they’re touched at every step of their journey which has certainly helped us with our strong growth levels reaching 13.7% growth in passenger numbers in the first nine months of this year compared to the previous year.” Said Sibel.
Dubai based Emirates Airline recently announced that all new Boeing 777-300ER and Airbus A380 aircraft will be outfitted with enhanced IFE screens and technology, allowing passengers to flick through an amazing 4,300 hours of entertainment.
That is virtually half-a-year non-stop of watching a TV, meaning it is practically impossible to watch the whole entertainment offering, even if you are their most frequent Emirates flier. Passengers in Economy and First Class will have enhanced screen sizes, with those travelling in First Class enjoying “a more immersive viewing experience to look forward to” with IFE screens increased from 27 to 32 inches. The airline says that the 40 percent increase in screen size makes it the largest PTV seat screen available on any commercial aircraft in the world.
Whilst the Business Class screen hasn’t been increased in size, at 23″ it’s still comparable to some of the largest screens available, that other airline companies can only dream of providing. Other new features on the Emirates Information Communication Entertainment (ICE) system includes enhanced handset controllers, USB ports and PC power outlets on all seats, across the three cabin classes. This is designed to allow passengers to charge their own mobile phones and portable devices. Passengers in First Class are also about to enjoy increased comfort, with product enhancements including new “micro fibre optic carpet” in the First Class cabin, which has been designed to help to reduce the effects of jet lag, and private suites in the centre aisle have been widened by almost two inches.
“We continually upgrade our fleet, as well as our products and services on board to ensure an unparalleled travel experience. In addition to the technology, Emirates also puts emphasis on curating our award-winning inflight entertainment system and we always aim to surpass industry benchmarks. Our new generation ice system elevates the viewing experience, and offers passengers the most comprehensive movie and TV selection on any airline.” Said Patrick Brannelly, Emirates’ Divisional Vice President of Customer Experience.
With three times the media storage on the new IFE system, the Emirates ICE digital widescreen now has over 2,186 channels of on-demand entertainment and over 1,230 music channels, which amounts to about 4,300 hours of entertainment. This includes over 50 full TV box sets and close to 600 movies. Reflecting Emirates’ global and diverse customer base, the enhanced system also features a multilingual interface in 14 languages. No other airline in the world offers such a wide selection of in-flight entertainment.
This year, Emirates, won the Skytrax Awards for ‘World’s Best Airline Inflight Entertainment’, for the eleventh year in a row, meaning if it is entertainment you seek, it seems the leader in the field plans to keep its crown!
About Airline PR
This is a special section on Airline Branding, and Airline Public Relations written by me on all the flights I have been fortunate enough to have been on. These are not records taken from somewhere else, but are actual flights I have been on. Most of the flight trips are officially sponsored by the airline companies in order to promote their certain routes, and aircraft. Airline promotion and PR related work in the aviation industry is one of my expertise.
Watch exclusive videos below taken in the cockpit of a Boeing 777-300ER in-flight over Chinese Airspace.
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B777-300ER Cockpit Video 1
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