Airlines Compete for Business Traveler
by July 14, 1997 12:00 am 51 views
Frequent business fliers represent only 9 percent of all passengers but 45 percent of airline revenue, and several major airlines have launched new advertising campaigns intended to increase their share of the market.
Delta Air Lines is targeting business travelers with the introduction of its transAtlantic business service which includes wider seats with 10 inches more leg room, plug-in points for laptop computers and an expanded inflight menu. Delta also changed its slogan to “Delta. On top of the World” and introduced a new paint scheme for its airplanes.
United Airlines launched its new advertising campaign May 22 by changing its old slogan from “Come Fly the Friendly Skies” to “United Airlines. Rising.”
TWA joined the competition with a new advertising campaign that also includes a new slogan. The airline changed its slogan from “We Want to be Your Airline,” which it has been using since 1994, to “We’re up to Something Good.”