An integrated marketing communications campaign for Skyjet Airlines

• Main Author: Cabrera, Margarita E.
• Format: text
• Language: English
• Published: Animo Repository 2014
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4940
• Institution: De La Salle University

The Philippine travel industry has shown great promise when Philippine Airlines pioneered as the first airline in Southeast Asia in 1946. Since then, the travel industry has shown fluctuations and growth over the past years. The domestic airline industry which falls under the operating sectors of the travel industry, has very limited players thus dominance of the first movers is expected. Growth in tourism figures is anticipated as airlines establish themselves as low-cost carriers to offer competitive rates, and as the government pushes for aggressive campaigns and a complete overhaul of the tourism infrastructure. Because of this development, new entrants in the airline industry, particularly the domestic segment, have seen the huge market potential of the industry. Skyjet Airlines started its operations in 2012. In order to penetrate the domestic market, Skyjet needs to endure many challenges in securing permits, establishing its operations and in marketing its services to establish itself as one of the viable domestic airline players. This Integrated Marketing Communications Campaign aims to address the marketing challenges in creating brand awareness for Skyjet and to establish its competitive advantage over the other domestic carriers. Skyjet offers a distinct premium service to its passengers by moving away from the low-cost carrier craze that has come to the Philippines. The proposed campaign entitled, Luxury in Flight– aims to highlight Skyjets premium service to passengers. It communicates that the flight journey with Skyjet is a pleasant and luxurious experience to start off an ideal vacation. This will be communicated through various media, particularly in print, radio, digital and events marketing.