Airline marketing, branding & service design
Etihad Airways Case Study
IM London planned and managed the airline’s repositioning, branding and the redesign of all inflight services.
When the new CEO first arrived at Etihad Airways, his vision for change and growth called for a repositioning and re-launch of the airline, backed by a complete overhaul of product quality and service philosophy. IM London was called in to offer strategic consultancy, plan, drive and manage the overhaul of the brand and services over a 3 year period.
Vision and Values for the company
Interpretation of various strands of research
New brand strategy
Internal engagement – including workshops and communications
Project management of new product and service delivery (inflight and ground)
Service design and alignment with brand
New product/service implementation
Cathay Pacific Case Study
IM London is rolling out Cathay Pacific’s branding across the region.
IM London provides communications and support across marketing and sales, targeting both trade and consumer, including the launch of the airline’s new routes. With attention to detail, tight adherence to guidelines and fast turnaround as key requirements, a dedicated senior designer was assigned as team leader along with artworkers with in depth knowledge of the brand.
Merchandise and events material
Premium branded corporate gifts
BMI Case Study
IM London managed the airline rebrand and delivered branded communications over 7 years.
When bmi went from being a short haul carrier to a long haul airline, it needed to reposition, rebrand and gear up to deliver wide-body long haul service for the first time. IM London was asked to chair the Steering Group at board level to bring together and drive brand strategy, new identity, product development, new service standards, inflight, operations and catering to deliver the transformation – over a 2 year frame.
New brand strategy
Overview of all available research
Management and leadership of work groups to deliver
Design of inflight product in line with new branding (interiors/catering)
Design of inflight service approach and detail
Development and implementation of the above
Internal workshops to embed the new brand
Gulf Air Case Study
IM London providing strategic consultancy to help realign the airline brand with long term business goals.
Following a change in management and the introduction of a new business strategy, IM London was called in to help with strategic planning and the delivery of the airline’s new branded services.
New marketing and new brand strategy
Alignment of branding
Project management of brand implementation