LuxJet is a brand-new airline, launching September 1st, 2017 that will be offering premium travel between Sydney and San Francisco. The daily service will feature a luxuriously appointed Airbus A340 that has been converted to hold 88 fully-reclining business class seats. Passengers are picked up from their home or office by a limousine service and access a rapid immigration and customs service both in Sydney and San Francisco that saves them considerable amounts of time. The flight attendants, recruited from leading airlines across the world, provide exceptional standards of service, including access to chef prepared gourmet meals. The plane also features a fully equipped business centre with internet access, secretarial support, teleconference facilities and a gymnasium. Based on their market analysis LuxJet believes there is a ready supply of senior executives who regularly travel between Sydney and San Francisco and who would make up the target audience. Thus, LuxJet hopes to primarily take market share away from existing major carriers such as Qantas, Virgin and United Airlines. The cost of a flight on LuxJet is approximately 50% more than the cost of a business class fare on a major carrier. LuxJet has no intention of competing on price as they believe that this would devalue perceptions of their product. Their preliminary market research has also indicated that their target audience are reluctant frequent travellers, who do so out of necessity. 

 

Question:

Which section of the Rossiter-Percy-Bellman Grid would LuxJet most likely be in? Based on this, justify and detail an appropriate creative strategy and appropriate supporting tactics that LuxJet could utilise in an integrated marketing communications campaign to launch the airline. Include an example of a remote-conveyor that could be used for a central campaign theme and present your rationale for whether the central or peripheral route to persuasion would play a more important role and why? At the very conclusion of your report please recommend and justify a slogan/tagline for LuxJet that specifically fulfils the requirements of assisting the objective of Brand Recall.

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Status NEW Posted 23 Jun 2017 02:06 AM My Price 6.00

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