Business Services Industry
Ravaged airlines look for ways to regain altitude; Southwest first on the air with ads addressing safety; others hold off.(Southwest Airlines Co.)
B to B, October, 2001 by Callahan, Sean
The U.S. airline industry is facing a marketing and public relations emergency as business travelers, the ones who pay the premium rates, are quite simply afraid to fly.
As of Sept. 18, 12% of businesses were still advising against or banning all business travel, according to a survey conducted by the Business Travel Coalition. Additionally, the group expects business air travel in January 2002 to be half of what it was in January of this year.
How do the airlines convince their best customers to leave their fears on the jetway? What role can advertising, public relations and other marketing tools play in making business travelers feel safe again in row 16, seat C?
Like Johnson & Johnson's response to the Tylenol tampering crisis, which was...
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