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Cheap & chick October 11, 2008

Posted by supersonicswan in Supersonic.
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Once upon a time there was an airline – a big player to figure out the dimensions of risk posed by rapid growth of Easyjet and Ryanair but also the gains that could have been achieved if they dared gambling in the low-cost casino. Mr Bob Ayling, the CEO, did.

The budget air transport market in Europe in mid 90’s did not look like it does now, there was much more of a scope for innovation. Either was any of the two established LCCs as large as they are nowadays. Also, the cheap fares were reasonable and everyone was yet to start undercutting the fares down to sick lows. Which currently is often the case.

Ms Barbara Cassani was appointed head of the operation ‘Blue Skies’ and later became CEO of Go Airlines Ltd. It might be that this choice explains everything, which is the feeling one gets during the lecture of “Go – an airline adventure” written by Ms Cassani with a little help from Mr Kenny Kemp.

The fledgeling airline did stand out. A fresh, somehow fundamentally simple and straightforward logo; dynamic, modern retro TV spots with brilliant music; colorful aircraft interiors and designer uniforms for staff. Easy to notice who was in charge.

It’s not the place to ponder about the likeliness of Go being still in service. They are not. But I enjoy going back to their marketing ideas exactly because of their simplicity. No dull business people travelling on their companies’ expense in first or business with classical music in the background. No Ryanair-style controversy either. Just pure movement making you feel like getting on one of Go’s planes asap.

But hey, check them out:

…and one more (sorry, can’t help it – they’re sooo classy!)

For more, browse youtube.

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