Airlines – like companies in other sectors – face huge competition. After the COVID pandemic, which has dealt a heavy blow to many of them, airlines are struggling more than ever to maintain their position in the global market. The shrewd ones are relying on TV advertising. After all, television is still the most effective medium for getting into the living rooms of prospective travellers who may be thinking about their next holiday right now.
Air traffic still rising since the pandemic
After the downturn caused by the coronavirus pandemic (a drop in flights from 39.8 million in 2019 to 16.9 million in 2020), airlines have regained hope, and flight numbers have gradually started to increase again. Global flight numbers are forecast to reach a new high of 40.1 million in 2024. According to statista.com, Chinese airlines dominated the airline rankings based on passenger numbers in 2020.
Source: statista.comIn 2023, global demand for air passengers increased by more than 36% compared to the previous year when passenger demand grew by almost 64.3%. In 2024, this figure is projected to increase by around 12 per cent. This leaves the way open for airlines. But this also means fierce competition and, of course, jousting in advertising campaigns. The best airline advertisements go beyond ticket sales. They tell stories, evoke emotions and leave a lasting impression. We have a few examples to inspire you.
Fly better with Emirates Airlines
Emirates Airlines typically focuses on luxury and the ultimate customer experience. Its “Fly Better” advertising campaign also highlights comfort and first-class service. The campaign showcases all the positives that can delight passengers – from lavish surroundings to gourmet dining to exceptional in-flight service. All with one goal in mind – to entice passengers to indulge in extraordinary luxury:
Video: Fly Better Around the World Emirates Airlines (2018)
Even Jennifer Aniston who wakes up from a terrifying nightmare in the ad has discovered that it is better to fly with Emirates Airlines:
Video: Emirates Airlines
Jennifer also appeared in another Emirates Airlines ad, which begins with the coveted shower.
Turkish Airlines abounds with catchy elements
The advert, which aired during the 2022 Super Bowl, is packed with all the elements to captivate viewers. It has got celebrity (Morgan Freeman), haunting music, beautiful shots, poignant moments of reunion... what more could you ask for in an advertisement?
Video: Tukrish Airlines – Pangea
Turkish Airlines really excels. The proof is in “The Epic Journey” advert, which offers some enchanting footage. “We invite you to a breathtaking journey in the skies of Istanbul and Antalya at 8,000 and 3,000 feet. Get ready for an epic journey above the clouds with our film produced using air-to-air shooting style for the first time in Turkey,” Turkish Airlines entices passengers. Even individuals suffering from fear of flying will probably not be able to resist such an advertisement...
Unlike Turkish soap operas, which seem to be nearly identical, every Turkish Airlines ad is a little different – and each one is amazing. Like the one that tells the story of children who look up to the sky and create their own runway...
Virgin Atlantic relies on the difference
The theme of individuality is currently resonating around the world. The UK airline Virgin Atlantic also used the theme of difference in its 2022 spot. “At Virgin Atlantic, we have always championed individuality. Wherever you’re going, onboard or in life, we salute you. Here’s to those who are their own captains, a crew like no other. Those who were born to fly. Those who see the world differently.” This is the airline’s message:
Video: Virgin Atlantic – See the world differently
Brussel Airlines going the extra smile for clients
The Belgian flag carrier based in Brussels is part of the Lufhansa Group and prides itself on its superior customer relations. The airline has charmingly reflected this advantage in its advertising spot, in which it says that its passengers get an extra smile.
Video: Brussels Airlines – Going the extra smile for you since 15 years
Delta Airlines focuses on people
No plane, no flight attendants, no shots out the plane window. The heroes of the advert for the American airline, which celebrated 100 years on the market this year, are the people who fly Delta Airlines. A truly novel advertisement:
Video: Delta Airlines - Runways
Lufthansa pokes fun at German folklore
Germans are not boring at all. This is demonstrated by a Lufthansa advert in which an English football fan panics when he finds out he is overbooked on a German airline flight:
Video - Lufthansa – Everyone’s Fanhansa
British Airways has gone back to history
British Airways has gone back in time. The result is the beautiful “To Fly. To Serve.” spot, which was released in the UK in September 2013:
Video: British Airways – To Fly. To Serve.
Air France with feminine beauty and chanson
Like Delta Airlines, the French airline has completely abandoned anything resembling an airplane. No stewardesses, no food, no runways... Air France celebrates the French art of living in its advert, saying it makes every flight an experience in itself:
Video: Air France – Taking elegance to new heights
Times are changing
Today’s passengers have different preferences and expectations than twenty years ago. Personalisation, tailored experiences, maximum flexibility - these are factors that are becoming increasingly important. Safety and sustainability have also become more and more resonant in recent years.
Advertising campaigns need to reflect these changes and offer value that goes beyond just getting from A to B. On the other hand, convincing customers that a company is better or different is difficult when competitors use similar messages. Therefore, an interesting story or a novel approach need to be added to a well-chosen theme to differentiate the airline from its competitors and ensure an endless queue at the check-in counters for its flights.
