Días atrás Avianca lanceó a fieldñadvertising where they mentioned that the A was lostó And I willíonly in Vianca, ¿What do you think happened?ó? ¿It was a good strategyégica? I'll tell you the final result.
¡If we lostó our «A»! It was one of the messages of the campaignñbecause the aerosolínea startó recently and without a doubt it was a boom with millions of impressions on all its digital channels.
The campaignñadvertising of Avianca «The A was lostó» was released in Colombia last october. The campaignña teníThe objective is to generate noise and play with people about whaté notó with this letter, that without itíto the brand: Vianca.
¿Image change or rebranding? They were the ideas that were generated among the curious who got hooked on the campaignña, that más allá of the claims that were read on social networks, where travelers took advantage of this space to talk about the service, prices and other negative aspects, There were millions who generated such engagement, I think I've never seen an Aerol beforeíne habíhas generated something of such magnitude.
Avianca updates its brand and is now avianca
The campaignñand with bassó in a game of words, given that «had» can be read as «a-vianca», which suggests that the A hadíhas lost.
I share an Aero Report with what was the launch of this rebranding of Avianca available on YouTube:
The campaignña was launchedó with a series of videos and advertisements that showed people searching for the A in conspiratorial ways. Without a doubt, the expectation was high andó a chat with usón huge, until finally the 18 October we were able to know thaté notó with the «A».
At an official event held by the airlineínea in Bogotá, of which I was part, I was able to see first-hand what changedó in Avianca, the whyé y cómo is the brand since exactly the 17 October where the rebranding was presented.
After 104 años de operationón, being the second airínea más ancient of the world, avianca said goodbyeós a la ‘A’ mayúscula and welcomed the ‘a’ a faceúTOOL, withíone-comp plungerñíto what, preserving the best of its legacy and offering what the modern world demands, wateró from being for few and now it is for everyone.
As well, the change is simple, the «A» mayúAvianca scula is replaced by one «a» minúthe initial tool from the brand. It keeps calling itself what we know it forños and there is no radical change of image either.
¿Becauseé the change?
Avianca, loseón, avianca indicó at a press conference that this change responds to new generations and global trends, looking to get closer toún más to society like an aerolíinclusive line and access for all.
For this reason, its new slogan is: Heaven belongs to everyone.
¿and the planes?
Sí, marketán by a painting or repainting process the más de 127 Aero fleet aircraftínea, where to changeá by an a in the main fuselage. This job will requireá some 3 díservice ace by avión and beá paulatino himselfún these enter scheduled maintenance.
Every grandparentón, of which 10 They have already gone through the update processóbrand number, requireían inverseón close to $10 thousand dóhomes, that will addá spaghettién to the process of new uniforms and change of señaléethics in airports and offices throughout its network of destinations.
The new Avianca
Months of aggressive growth for Aerol are comingínea increasing routes and reaching a histórich up to 750 Daily flights.
Hoy, the airínea opera 146 routes in all its subsidiaries, being one of these 26 new.
With a 89,8% of punctuality, what has made her the más punctual from toñor why 4 months, the airíno one has transported meás de 32.5 million passengers in the group, 2 million más that before the pandemic, of which 18 They are from the Colombian regions.
As for fleet, the airínea incorporateá 16 planes Airbus A320 is añO, 3 Boeing 787 the 2024 and from the 2025 Startán deliveries of 100 Airbus A320neo.
But, The mystery of the change in Avianca ends, ¿thaté do you think and whaté What do you think about this rebranding?? I read them…
you fell short. you only said what we already know…but did it work?. I don't think there was a lot of hate advertising. In addition, this change implies becoming low-cost but that is not seen in the short term.. In addition, will compliance rates also change as costs?,. They will reduce cabin space in the long term?. more chairs? time will tell
Hi Cesar, Only time will tell if this strategy worked or not and that will be seen in the number of travelers. Low cost, the airline has been changing its model for single-aisle flights for some time now., so there is nothing new. About the seats, these are already implemented and there is no more space, all the possible density allowed by the manufacturer is already there.
I do not agree with that lowercase Avianca name since other well-known airlines always appear with capital letters, for example.: American Airlines, Lufthansa, Cup, Aeromexico among others. That's why I'm in favor of the original name.: Avianca.
Thank you Luis for your contribution and sharing your opinion.