Backstory
Malindo Air is a full service carrier formed as a joint venture between Malaysia's National Aerospace and Defence Industries (NADI) and Lion Air of Indonesia. The carrier launched in mid Mar-2013 starting with domestic services and is rapidly expanding its international network. The carrier operates a fleet of narrowbody and turboprop aircraft from its Kuala Lumpur hubs. Malindo Air is preparing for a rebranding exercise which should improve awareness of its model and full service product offering. The airline has been planning to adopt the Batik Malaysia brand but has faced regulatory delays. Lion Group aims to use Malindo as its main international airline, transferring passengers from throughout Indonesia onto Malindo's network via Kuala Lumpur International Airport.
Problem Statement
People currently have a bad perception of Malindo due to the bad transparency on the bookings and reviews.
Primary Target Audience
Demographics
20-28 y/o
All genders
Middle to lower class
LIves in Suburban, rural
High School SPM graduate and above
Psychographics
They have a passion for traveling
They watched a lot of traveling blogs/vlogs
They do their homework for the trip instead of following tour guide
They want to experience a different culture, sceneries
They are explorers
They are curious
They rarely travel outside of their country
They are very aware of their spendings
They care less about the transportation service/ comfort, but care more about arriving at the destination
They are independent travelers.
Secondary Target Audience
Demographics
35-50 y/o
All genders
Middle class and above
LIves in Urban and suburban
High School and above
Psychographics
Travels in groups or family
They would hire a tour guide to help them with their travels, so they can focus on spending time with their loved ones.
They spend their money efficiently on transportation.
They would set a certain budget for the trip
They would more likely to travel during holiday seasons
They would prefer a more comfortable living conditions for their family when travelling overseas (ex. 3 stars hotels, airbnb).
They explore decent restaurants in the country.
They would do family actives together such as going to theme park, museums, aquarium, zoo, place of interest
They would go to the local shopping mall.
Advertising Objective
The objective here is to differentiate our airline from other well established airlines such as air asia/ malaysia airline.
Idea and concept
“Without doubts” we can do something like “book without doubts/ fly without doubts”. Since the comments/reviews are the main concern of this ad, we can try to do it like those movie posters with reviews/awards.
Execution
Billboard
The reason we chose these highways to advertise on is because of our target audience, our TA are adventurous people who are likely to travel locally first. So from there we can get their attention and promote our service.
Lightbox
we place these around urban working environment, so when these worker gets stressed out or just tired of their work and want to get as far as possible, they’ll look at these ad and go “hey, i wanna travel too”
Shopping mall ads
These are targeted for our secondary audience, the family travelers. We placed them in shopping malls because its where most families would spend their free time.
Travel blog ads
These people who usually travels would look at blogs to find unique spots and reviews about the place before they travel
Travel Service ads
The reason we chose to make another web banner is that we’re advertising to a slightly different audience in this one, they are our secondary audience and it’s more likely that they’ve already booked a flight rather than looking for
Comments