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airlines & co-branding
Co-branding can be a successful strategy as long as the potential alliance takes place between suitably compatible brands, that is to say when the values proposed by each one are related, complementary and capable of generating synergies. The sharing of similar targets is also important, even when some may be closer to one or another of the allied brands, they will still invite the discovery of the others.
An initiative with these characteristics has been carried out by Vueling together with MTV and Custo BCN; that is to say an airline, a TV channel and an international designer. At first sight their objectives may seem disparate and their type of business quite different but if we take a closer look at the orientation of their products and services, the points of union become clearer, given that they are aimed at a similar or potentially similar audience.
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The brands all share a common identity comprising design, modernity, freshness, liveliness, transgression of traditional concepts, youth, imagination, trendsetting and positioning as love marks.Their initiative has been to propose a unique travel experience. Two aircraft from the Vueling fleet have been personalised with Custo designs and MTV is to provide the in-flight entertainment.
Each of these two aircraft has a different theme: “Spread Love” and “Play Rock”; the first has a luminous, daytime, naïf look; the second evokes the night with a sophisticated, intense rock-influenced mood.
It is not only the outside of the aircraft that has been personalised (Custo Dalmau commented that “it’s the biggest T-shirt we’ve ever made”) but also their interior, covering such details as the in-flight menu and entertainment with music videos and a film on how the cooperation agreement came about. A special soundtrack has also been chosen for each aircraft.
The project also covers competitions and events (such as concerts, music festivals etc.) aimed at the users of the services, and is to continue up to next autumn.
The aim therefore is to offer a whole that is much more powerful than the sum of its parts, being much more than just taking a flight or watching TV or listening to music or choosing an avant-garde design but rather to savour all of this together as part of a unique experience.
This is obviously one way of going about branding that will promote loyalty far beyond rational values, appealing to feelings and passion. It should never be forgotten that the brands that raise passions are the brands that sell.
Source: Vueling
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