Week 9 - Branding and Marketing part.2

Week 9 - public relations and advertising

Public relations

“Public relations is the practice of managing the flow of information between an individual or an organisation and the public.” It is usually used to maintain an image or viewpoint on the organistion. For Qui Fei, we will promote our 'promise of loyalty', and 'comfortable, safe flying experience'. We intend to continually update our services to the needs of our customers. Therefore, our advertising campaign will be targeted at a few customer groups; Families, small/medium businesses, students and holiday travellers.

Advertising

Families will be targeted by emphasising our travel planning kindle, spacious cabins, and our innovative screening seats. Families get more privacy and feel safer. Our stewards are trained in coping with children and babies. For our advertisement, we could have the viewpoint of mother of three going on holiday from Beijing to Shanghai.

Storyboard for families;

• A mother is seen organising and noting down important items on the Kindle.
• Father rounds up the kids and begin moving baggage to the door. Turn of a page, travel arrangements are shown, and a taxi arrives. Whilst travelling, mother gives the children the kindle to read.
• Mother checks the kindle for baggage allowances and turns to e-ticket page. Passports are held on the kindle cover case. E-ticket is scanned fast and easily.
• Waiting at the gate, the father reads his free daily newpaper. He closes it then uses it to show his boarding pass to the steward. Smiley steward is welcoming and nice. Motherly.
• Inflight, the children hold the kindle and navigate their way , pointing and giggling to their seat.
• The mother reads the children a story from the kindle and then swings partition for privacy. The children fall gently to sleep.
• Collecting baggage, mother checks the kindle again for the number and her important notes. It says 'call Margaret 0863744435', '306 Fei Shou Road'
• Ends with smiling mother and kids running about. Care free and easy going. Uneventful travel.
  
  

Storyboard for Mr. A Fei, the architect; promote speed and convenience.

• Mr. Andrew Fei puts down his mobile phone and rolls up his drawings, grabs his briefcase in his office and rushes downstairs. Gets in his 1998 series 3 BMW and drives away.
• Arrives at the airport and walks briskly and directly towards his gate. Checking his kindle's map. It also says, checked-in online, with a big tick.
• He walks past the Mother's family, and tourists in duty-free. They are testing their hand luggage in the metal cage.
• Shows his kindle to steward and passes through to the plane with a smile.
• Inflight, kindle is propped up on innovative new table. Andrew points to several pictures on the trolley and the beautiful steward hands him the selected Dim Sum on a plate. Also a cup of black coffee.
• Just before Mr. A Fei lands, he checks his air miles. It says its been successfully added onto his account.
• Finally, a newer office is shown, and Andrew shakes his clients hands. Rolls up his drawings again and smiles.

Storyboard for students and holiday traveller. Three students travel overseas to Japan, Okinawa. Promoting fun and blogging of travels. Sharing your experiences.

• A group of students travel abroad to Japan as a holiday to try out diving. They type 'I can't wait to swim with the fishes'
• Zooms to picture of guy in scuba gear. Then picture becomes animated and he drops into the water. Cameraman follows him.
• Scrolls down blog. Another new typed blog post ; 'Hama's house has amazing noodles' 5 stars has been clicked.
• Zooms to picture of a bowl of noodles. Picture animates and then video of the three students enjoy dinner and having fun with owners.
• Scrolls down to end of blog. New blog post; 'Thanks for Qui Fei for the stress free travel'. Zooms to picture of the three students at the airport coming back home with the airline in the background.

STORYBOARDS ARE IN DRAWING IN PROGRESS

Free or low cost trials

Testing the travel blogger site would be relatively low-cost and would be easy to trail.

Testing the kindle would be more expensive because we would need to purchase kindles; and have a system to be able to generate e-tickets onto a pdf format for the kindle. Giving newpapers and reading materials will have to be done under contracts with Amazon and also the newspapers so that Qui Fei airline could have a library of books available for its customers too.

Prototypes will be needed to test out our new seating improvements and also the Dim Sum trolley. Costs are relatively low as all these changes will not alter much of the interior of the plane. The trolley should be the same size and shape of the existing trolleys and the seating improvements does not occupy more space.