Stylish, quality services and attractive prices to meet every demand in the Malév autumn campaign
2009. 10. 13
With the start of the new big autumn campaigns since years Malév documents its new Marketing and Advertisement Strategy. The new concept positions Malév more as a dynamic, stylish and attractive brand. A fashion bag dangling on a high heel shoe, a model with an extravagant hairstyle and more advertisements mainly revolving around the world of fashion are being used to promote Malév destinations and tempt customers to travel with Malév. The new style autumn-winter campaign features the principal cities in the Malév network along with a unique characteristic for each one, highlighted by creative but non-clichéd concepts and attention-grabbing low fares.
Karim Makhlouf, Malév’s Chief Commercial Officer, said “With the new campaign we want to reinvigorate our sales and freshen up the Malév brand in order to reflect the image of a stylish and quality airline. Our advertisement is focusing to increase further sales and show to the customers that Malév offers the best value for money with the most attractive fares and quality product.”
“European metropolises from HUF 26,600!” runs the line from September on several radio stations, on the Malév website as well as in numerous online, print and outdoor ads. Malév is using creatives for the autumn-winter campaign period until the end of December to advertise many of the airline’s destinations: this means one-off ads for Amsterdam, Rome, Moscow, London, Madrid and Paris to name but a few.
The current marketing activity represents the largest campaign the airline has conducted in the past few years. It aims to increase market share and the number of passengers with affordable prices and through dynamic, fresh and stylish advertisements. The campaign enhances the established values of Malév – reliability and quality – with novel nuances as well as a quality and stylish media presence. An integral part of the marketing campaign is so-called guerrilla-activity starting this October, in the course of which Malév communicates using surprising, youthful, unique solutions at several points around Budapest.
The cornerstones of the new Malév sales policy are attractive low prices (both on one-way and return flights), the compilation of complete travel packages put together with our travel partners and guaranteed best group rates. This will allow Malév to further strengthen its position as the leading airline in Hungary – at present nearly every second passenger departing from or arriving at Budapest places their trust in Malév’s excellent price-to-value services.
While the campaign is running the airline focuses not only on the Hungarian market but several important foreign markets, too. This means that campaign advertisements in the language of the given country and highlighting the great price-to-value ratio are displayed in more than 20 countries, including Germany, France and Scandinavian states.
Parallel with the marketing campaign, the airline is also launching a new product: a guaranteed best rate on the market matched against fares of traditional and low-cost carriers for group bookings (10 or more people travelling together) when ticket reservations are made. This offer is valid exclusively for scheduled flights operated by Malév from 25 September 2009 until further notice. The comparison fares must include the base airfare, the airport duties, taxes and other charges. Details of this new product can be found at http://www.malev.hu/csoportar.
