IWorld Airlines 'Wward-Wining "Tinoziva Kuti Nei Uchienda" Re-Brand
America Airlines inoda kuti vafambi vazive kuti havasi ndege dzakasiyana dzavaiva gore ra2011 apo vakapa ndege 550 mudenga. Makweguru aya akwegura ari kushandiswa uye anosanganisira ndege itsva 770-300. Kutakura shoko iri kune vatengi, maererano neKantar Media, inenge madhora makumi mana emadhora yakashandiswa muna 2012 pamushambadziro.
Kuti zvizadzise kugadziriswa kwekushandurwa izvo zviri kuvhara kwevashandi vatsva , American Airlines yakashanda ne FutureBrand.
Uye sangano rebazi reMccann Worldgroup rakagadzira yekutanga terevhizheni yekutengeserana, nzvimbo yechipiri yemasitendi makumi maviri nemakumi matanhatu nechinomwe Mutauro uri mumhepo. Iyo yekutengeserana inofadza, izwi rinopfuura naJon Hamm raMad Men mukurumbira chinhu chakasimba. Nzvimbo yechipfuva pano ndeyekuti mufananidzo Don Draper, uyo anotambidzwa naJon Hamm, kazhinji aifarira mumutambo wekuterevhizheni kuti akunde nhoroondo huru yakafanana neAmerican Airlines. Uyezve zvinoshamisa ndezvokuti Jon Hamm anowanzofambisa paAmerica Airlines.
Asi iyo zviratidzo zvinomanikidza vatarisi kuti vatarise zvekutengesa, sezvavanofanira. Iyo makamera pan uye yakapfigira mukati mechikwata chevanhu vanovhiringidzika kubva kune chavanovaita panguva ino uye vanotarisa kudenga. Imwe mushure mimwe, mudiki, musikana anotema chando kubva pamotokari, munhu anoita mutambi wemutambo, mumwe munhu achichenesa dziva rake rekushambira, uye mukomana asingakanganwiki pabhazikoro achiita paanoona imwe ndege yeAmerica Airlines jet - nevezvezve maitiro matsva zvakare - fuka kumusoro.
American Airlines marketing team yakatsunga kudzorera kushamisika kwekufamba kwemafirimu - uye vanoita sekuti vakabudirira kutaura pfungwa iyi yekutsvaga mukutengeserana kwavo kwekutanga kwemushandirapamwe mutsva, sezvo iyi video clip kubva FutureBrand inoratidza.
Mukuru weGeneral chief zano guru Daryl Lee akaudzwa kuti akaudza AdvertisingAge kuti,
"Isu hatina kunyatsoziva kuti tinogona kusvika pane imwe ndege uye kuenda chero kupi zvayo munyika chero nguva yatinoda.Taida kuunza kushamisika ikoko, ichocho chaicho."
Iyo mishandirapamwe inotanga nekusimbisa kukuru pakuvaka chivakwa chekuonekwa patsva kwekodhi. Kubva pane izvi zvinoshamisa, mararamiro ekudzokidzwa anounzwa kudhindwa, digital, terevhizheni, zvemagariro evanhu, uye mutambo mutsva.
IAA inozivikanwa yakabva kumuswe wemuswe, chiratidzo chakange chiri American Airlines kubva muna 1968. Zvitsva zvitsva zvendaneti zvakanyanya kudarika kare uye zvakasvibirira zvitsvuku, zvichena, uye bhuruu , zvichivhura mureza weAmerica . Chinangwa cheAmerica Airlines ndechekucherechedza kuvanhu, kwose kwose munyika iyo ndege dziri pasi, kuti iyi ndiyo ndege yeAmerica. Iyo mitambo yekuda nyika inomhanya yakasimba muAmerican Airlines iripo, uye inotaridzika segondo mukati memutsara webhuruu-ruvara rwechiratidzo chetsva. American Airlines inosarudza kusapinda kune imwe yenyika inoramba ichirwisana neAmerica inoratidzwa munyika dzichiri kusimukira uye dzisina kudzika pasi rose pasi rose.
Uyu mushandirapamwe wekutsvaga hausi wekutanga weAmerican Airlines yekutsvaga kuedza kugamuchirwa zvakanaka nevanhu. Mukuwa kwegore ra 2004, American Airlines yakatanga mutambo unozivikanwa sekuti We Know Why You Fly .
Chirongwa chekutanga chikafukidzira zvakawanda zvepasi rose uye zvekuchengetedza dzimba uye zvikomborero zvekugadzira, kusanganisira Cannes Lion kubva kune 55 Cannes International Advertising Festival muna 2008. Cannes inonzi ndiyo inonyanya kukwikwidzana makwikwi ekupikisa munyika.
Muna 2011, American Airlines yakashandisa mari inosvika $ 70 mamiriyoni pakushambadzira. Chinhu chinowedzera kunyanya kufara pachinotarisa kuti runyorwa rweMutungamiri weMutungamiri weNyika yePart 100 weAdenti's Data Center hauna hutachiona chete. Usambofungi kuti mamwe mapepa ari kuitei, nguva yaive yakakodzera kuAmerican Airlines kuti ichinje kushandiswa uye kushandiswa kwemishumo kuti iri kudzoka kudzoka kuva nani kupfuura kare.
Mushandirapamwe wokutsvaga waiva chiitiko chekuchinja kweAmerica Airlines uye yakagumisa kushamwaridzana nemukati wemakore makumi mana.
Vavengi vanowanzoda kupopotera kuchinja kune zvigadzirwa zvemifananidzo - funga The Gap, FedEx, Starbucks , Coca-Cola , nezvimwe zvakadaro - asi vatengi pakupedzisira, nguva dzose vanouya nguva dzose. Izvi zvinonyanya kudaro kana kuchinja kwapera uye kana kuchinja kunogadzirwa zvakanaka kunodzokorora marimi. Makambani akafanana ne Starbucks naCoca-Cola vave akachenjera pakusanganisira vatengi pakutanga kwezvirongwa zvekuchinja-shanduka kuitira kuti kuchinja kunonyatsoiswa pachena kuvanhu.