An integrated marketing communications campaign for Airphil Express

• Main Authors: Bucag, Patricia Lourdes B., Cusi, Melba Hannah Teresa T., Figueroa, John Vincent B., Lagman, Patricia Isabel M.B., Stelton, John Frederick V.
• Format: text
• Language: English
• Published: Animo Repository 2011
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18166
• Institution: De La Salle University

Flying used to be something exclusively for the elite, something that used to be associated with the business travelers, affluent families, and the privileged youth. However, with the emergence of low-cost carriers, the airline industry has opened itself to a wider market from various social classes. These low-cost carriers offer the same thing that other airlines offer except at a lower price that comes with slightly less comfort, but the reasons for traveling remain: the experience and the destination. This campaign emerges from the opportunity that everyone, especially the youth, yearns for the thrill of adventure. Low-cost carriers offer flights to various exciting destinations to everyone that wants to satisfy their wanderlust at an affordable price. Many different campaigns of competitors offer promos and discounts to everyone, which bring forth another opportunity, because no other campaign right now singles out the youth as a potential market. The youth prove to be a group that may be very beneficial to capture. For one, if they are captured, and become frequent passengers of Airphil Express, then there will be a bigger chance that they will continue to be loyal as they grow older. Another thing is both their knowledge and influence in the realm of social media. The Internet has created an avenue for the youth to better voice out their opinions and preferences. If they are loyal to Airphil Express, this can be a way of promoting the brand without having all the added costs that already come with advertising.