p20 column mar20 17/3/09 11:04 Page 20
news comment
ttglive.com
Mike Pearse ITV News
“Let the marketing people
do their best to get the most
outrageous idea to keep
their name in the tabloids”
F
igures out this week once again his low fares to New York, and Sir Richard
made bleak reading for the trade and Branson has continued the tradition by walking
the aviation industry, with the first on a wing of a Boeing 747 with Pamela Ander-
fall in passenger numbers at our son, and abseiling down buildings. Branson
airports for 17 years. would argue the stunts have been good for him:
So as eyes turn to the busy Easter and they have certainly done him no harm.
summer it is not surprising airlines and agents This season’s crop has only just started.
will be turning to whatever methods they can Ryanair is now offering to pay a passenger
to get “bums on seats”. ¤1,000 for the best money saving idea. Virgin
The marketing people will be doing their best Atlantic is searching for a Branson look-alike
to think up bigger stunts than anyone else and for the airline’s 25th birthday celebra-
trying to get the most outrageous idea to tions. Flybe has another best-ever sale.
keep their name in the tabloids. The competition is fierce.
But do these tricks work and get people You could call it all a bit of fun, but
booking over a rival brand? the marketing departments have to
Does the fact Ryanair is supposedly earn their keep and deliver. It might
considering charging to use the toilet get get them publicity but they have to be
people to look at its website? And does careful they do not go too far and have
a stunt with a 1,000 semi-nude people an adverse affect. They should also be
staged last weekend by Aer Lingus – it aware that an increasing number of
is locked in a battle for passengers with people have realised you get what you
easyJet at Gatwick – make me any more pay for and will shop around.
likely to fly with them? Probably not. The key is if you get them to look at
But it does bring the brand to a your website or brochures, make sure
mass audience and might make you keep them with prices that are low
people check the price of a flight. and tempting.
That said, unless you are lucky and Coming back from Italy on BA last week,
get the likes of a £1 fare, you often a young man asked the cabin crew if he
find British Airways and BMI are just could use the PA to propose to his girlfriend.
as cheap. You also get a free sandwich They replied yes – and she replied yes. The
and drink on board, which is always worth entire plane erupted with applause and a
taking into account when you see how high free bottle of champagne was presented
a price a low-cost carrier can charge at the on behalf of the crew. Just think how
food kiosk. much Ryanair could charge for that!
Stunts to get media coverage are nothing
new. Freddie Laker did it in the 1970s with Mike Pearse, transport correspondent, ITV News
20 20.03.2009
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