Royal Brunei Airlines was losing market share in a key route, Melbourne to London. Aggressive price promotion from rival carriers combined with London’s declining popularity with overseas travellers was putting increasing pressure on margins and sales for Royal Brunei.
Digging into search data for travel intenders, we found there were negative perceptions held about the brand that were likely holding sales back. We needed to do more to overcome these associations by developing advertising that could reassure people of Royal Brunei’s flying credentials.
Knowing growth would come from the price conscious traveller, the strategy became all about selling a better economy. And the way we measured that was by showing a first class feeling, in economy.