All three of these airlines use appeals to prestige and target frequent business travelers, upper middle class and higher
income levels. They’re targeting not your family-vacation-occasional-flyers, but
those who need and expect a comfortable experience when traveling regularly.
Delta
Delta’s ad features its Business Elite cabins. The main copy
is enticing, “Choose between an aisle seat and an aisle seat.” This quickly
conjures up those times when I’ve flown and gotten “stuck” next to people I
never would’ve chosen as a seat mate. The copy goes on to explain how sleeping
on a plane can and has been improved so business travelers are more rested when
they arrive on the other side of the world.
Korean Air
The image is the focus on this ad for Korean Air. An attractive
woman sits on a floating feather. The actual seat is smaller and lower on the
page. Korean Air promises the Prestige Sleeper Seat will have you never wanting
to leave. I like the image, but this seems slightly unrealistic to expect
business travelers to believe.
British Airways
When I speak to marketing classes one thing that I try to
impress upon my audience is the fact that their unique selling proposition need
not deal directly with the product/service. There is no plane or seat in this
British Airways ad. What you see is a precariously stacked tower of wine
glasses arranged to resemble the plane’s tail. The content discusses how wine
tastes different at high elevation. Sell by highlighting what makes you different.
Thoughts? Are you a business traveler? What airline do you
prefer? Why?
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