Silverjet vs BA commercial [Archive]

harrogate

5th Oct 2007, 09:18

Completely agree with oncemorealoft.

A stunning lack of ideas and originality. I remember the BA ad, but Silverjet have clearly waster their energy and missed the point for most folks today.

Silverjet are suffering from the 'opposition syndrome', to use a political term. Just an uninspiring swipe at something their opponents did.

And what do they think they are saying with that ad? 'We aspire to give a few people the BA experience of 20 years ago'? Great.

As a regular air traveller, I kind of hoped premium class air travel experience has moved on in the last two decades, but at least Silverjet's cards are on the table now. I know to avoid them.

Note to Silverjet: Get your own ideas and create something your competitors will be jealous of, instead of admitting your jealousy of BA.

Next...

VS-LHRCSA

5th Oct 2007, 09:31

Any respect I had for Silverjet has just gone out the window. One minute they are claiming to be "sivilised" next minute they are using lesbian suggestions to sell one of their "perks" :=. Pretty lewd for an airline that is about to serve an Islamic republic.

As for "women only" toilets, does this mean they also have a "men only" toilet where we can leave the seat up?? :}

I Just Drive

5th Oct 2007, 09:53

Do you suppose the cabin crew hug every passenger when they get on? That could get me to Luton. Not much else would.

autobrake3

5th Oct 2007, 10:18

The first ad has probably got something to do with the fact that a goodly number of the movers and shakers are ex BA. Love the girls or is that being homophobic.

Mercenary Pilot

5th Oct 2007, 10:30

Why is the second one lewd? Haven't you noticed girls always go to the lav together, just because one had messy hair you asume that they have been up to no good, You people have got such one tracked minds!!! ;)

Is the Silverjet ad (BA style one) being broadcast on TV or is it internet only?

littco

5th Oct 2007, 10:32

Just had a look at tickets, you can get a return fare to NewYork for £1300 from Luton... and the same for Dubai.

harrogate

5th Oct 2007, 10:34

Interesting website they've got there. (http://www.pornolize.com/pornolize4?lang=en&url=http%3A%2F%2Fwww.flysilverjet.com%2Fabout-us.aspx&submit=Translate)
Hmm.

Mercenary Pilot

5th Oct 2007, 10:40

I just had a look at the ticket prices, all examples I tried were around 30-50% cheaper than the equivalent BA seat.

oncemorealoft

5th Oct 2007, 11:25

"I just had a look at the ticket prices, all examples I tried were around 30-50% cheaper than the equivalent BA seat. "

Which just goes to show they're having absolutely no impact on BA as otherwise they would be matching Silverjet's fares.

So as a consumer you have the choice: up to LTN for one of two Silverjet departures to Newark or across to LHR and choose one of 8 (I think) BA departures to JFK and earn miles and be safe in the knowledge that if the a/c goes t*ts up there's a better chance of back up from BA.

Such is competition: enjoy it while you can!

cirrus01

5th Oct 2007, 11:48

The 1989 advert for BA was quite a good campaign. it won several awards in the advertising world IIRC.
But it also underlined the " BA attitude " , as everybody at the time remarked " What happened to the Ear ? " You see it during the the early stages , but with the finished product , Its Gone !
Were they trying to sub-conciously tell us that they don't listen ???:confused:

Jetstream Rider

5th Oct 2007, 12:28

I think the Silverjet one is better.

I bet it cost less too.

lomapaseo

5th Oct 2007, 13:02

Not a bad idea for an Ad.

It will be remembered (isn't that the purpose of Ads) by some (you) for it's lack of originality and by the self-loading-cattle for it's entertainment value and recall when it's time to buy a ticket.

Now if only BA were dumb enough to publicly object, then this Ad would be worth even more in getting the Silverjet name in front of the buyers

harrogate

5th Oct 2007, 13:12

I think the Silverjet ad is poor. The idea is a bad one and further to this, it suffers from style over content. Misses the point by a country mile.

A better idea would be to completely avoid getting hung up on BA and exploit the service points of difference they have with their offering.

Everyone has to start somewhere, but I think Silverjet need to stop going down this route. It's not too late to pass this ad off as naive misadventure and get on with the job in hand.

People love innovators, so Silverjet - being a premium brand - should start as they mean to go on. They should hire the chaps behind the Honda ads - Wieden & Kennedy. Those ads are clever, entertaining, ooze class and they make you think you're 'in the know' for driving a Honda.

And no - I'm not drawing comparisons between Honda and Silverjet. I'm merely using Honda as an example of premium brand marketing.

Can't believe that Silverjet spent a fortune reforming and hiring the original makers of the BA ad. Surely someone should've questioned such a massive misjudgement?

PS - The total cost of the new ad was a lot more expensive than the original, inflation taken into account.

PPS - To remember an ad is not the sole purpose. I continually remember the Picture Loans TV ads. I remember what a tw*t that guy is and I remember never to go to Picture Loans for a loan.

Ice-O-Bar

5th Oct 2007, 13:21

Seems the ad department uses a good sense of humour to convey their messages.....It's probably only if you play the 2 ads close together that you pick up the subtleties of the message....that while BA helped 24 million people "get together", with Silverjet it was only for a "select few"....and.....the wink at the end seals the deal....so to speak...

harrogate

5th Oct 2007, 13:34

'Look at us, we're almost doing on a small scale what BA started doing 20 years ago. We've even stolen their ad idea to tell you about it'.

Marketing a premium brand is a skill which, when done well, walks the line between confidence and unfounded arrogance.

The Silverjet ad is arrogant. They don't even deliver, with their low-frequency services to 2 destinations from Luton.

They should at least be able to walk the walk before being so bold.

In my opinion.

Jetstream Rider

5th Oct 2007, 14:19

I don't buy from people who "innovate" in their ads. Often I feel they have wasted a lot of money which could have gone into making the product cheaper. Advertising is important, but over expensive advertising is not.

If a brand I know has an overpaid celeb fronting their campaign, I often stop using the product, or won't buy if it I don't use it, as it means I am being overcharged such that the celeb can walk away with loads of dosh - similar to harrogate not going to picture loans.

Taking inflation into account is pointless, it the actual "adjusted cost" that is relevant, or the "real terms" amount of money.

Ryanair and Easyjet don't innovate in their ads, they just use tried and tested means. The problem with BA is that they continually used to try to innovate and missed the public on the street. The ads might look good, but they were ineffective. Really effective marketing is what Ryanair and Easyjet do, and BA is just beginning to catch onto. Sponsor a radio show, put ads up on the underground and get to the point - mention the name of the brand a lot and get people's attention.

The problem with old BA ads is that they never used the name enough. The modern ads on the radio and telly are much better and incidentally cost less than the huge amount Saatchi and Saatchi used to take.

The squeaky earring advert on the telly a few years ago was great, but I can't remember the brand of the car. A few years ago I watched the new BA advert three times before I realised it was a BA advert. That was innovative, but it wasn't effective.

Anti-ice

5th Oct 2007, 14:56

The silverjet ad isn't an idea at all .... it's just a rip off of a far better ad screened 18 years ago when it had good visual impact.

It's just a poor quality dig, with no thought or imagination , and i if i was silverjet PR , i'd ask for my money back.

It's like a new girl band of 16 yr olds releasing a cover version of a 80s madonna single - not much hard work or innovation to that then is there ?

Go to this page on their site where you'll see lots of people holding their hands in the air . . . .

http://www.flysilverjet.com/our-team.aspx

Person number 6 is Martyn Bridger, Ex BA, as stated -(as are the Chairman and Finance Director)- This is the man that introduced the new low pay contract to BA cabin crew in 1997, resulting in industrial action which saw him leave soon thereafter .......

If this is their way of showing their fondness for memories of their aviation inspiring time at BA, then i'll leave you to make your minds up for yourself :}

Jetstream Rider

5th Oct 2007, 15:09

It doesn't matter whether its original or not, its got us talking about Silverjet and so it works.

Most BA ads pass by without so much as a mention.

The deeper meaning is lost on most people, they don't know who Martyn Bridger is, nor do they care.

Sleeping Giant

5th Oct 2007, 15:16

The Silverjet Ad will be aired at 1:55pm this Saturday on ITV, after the anthems for the rugby world cup semi final between England and Australia.

harrogate

5th Oct 2007, 15:18

Mr Jetstream

You've got just a few mis-conceptions there. Innovation does not mean expensive. More than often part of the innovation is because of the low cost.

It's like the bookmakers who latched onto the fact the beer mats were a great vehicle for advertising in the 90s. Straight to target, minimal outlay.

Premium brand marketing can't be achieved by beer mats, posters or sponsoring the odd radio show, the latter being too regional in this country. There's not enough national penetration by commercial radio in the UK - it's all regionalised. Local commercial radio is well off Silverjet's target demographic too. Well off.

Back to my original example, Honda don't throw celebrities at their adverts. Their ads are laden with the brand too, from graphic logos to badge shots and audio references. Believe it or not, they're not overly expensive either. They undeniably make their customers feel smart, though, and Honda has repositioned itself alongside the likes of BMW and Mercedes and away from Ford, Renault and Vauxhall.

Sainsbury's did the same in the 90s, until they got complacent. They told us that they were a cut above Tesco and Safeway and were more of a premium M&S-esque brand, despite knocking out the same own-label stuff as the others from the same supplier base. They knew their market and their customers lapped it up.

Silverjet have a job to do. All the big airlines do. The advertising agencies need to re-define the genre. Airline ads are in danger of becoming monotonous. Fluffy clouds, opera singers, aerial shots... it's all too samey. They're cliche and in too much of a comfort zone, in the same way perfume and after-shave ads fell into a comfort zone with their black and white slo-mo semi-naked models whispering senseless guff like 'chase the day' at the camera. Tired and old. Worked once, but not any more.

For a premium brand, there needs to be style while reinforcing the brand, yet all the while retaining an element of value for money. Silverjet need to tell us that what they've got feels the best, looks the best and delivers in terms of cost, comfort, efficiency and style instead of jumping on the back of advertising by a company that they are considerably inferior to, in terms of a large swathe of their offering: network coverage.

Personally, I'd have saved the bold swipes at BA until I was out of nappies and had developed some momentum through innovation.

Silverjet picking a fight with BA is like putting David Beckham in the ring with Frank Bruno. David's undeinably pretty and is good at free kicks, but his all-round game's not what it could be. Frank's got shakey legs and some issues up top these days, but you can bet your arse he'll still knock the crap out of Becks because he's ten times the size and has got the hooks, the jabs and the jaw, all be they not what they used to be and fading fast.

And to avoid confusion, I'm not saying that BAs marketing is 'all that'. The ad in question did the job at the time, but I don't really recall many BA ads since then. Getting people talking about the brand is only one thing, and the saying 'all press is good press' is a myth. Lots of people talk about Picture Loans. We're aware of who they are and lots of people talk about their ads. Doesn't mean they're good.

King Pong

5th Oct 2007, 15:24

The Silverjet ad is arrogant. They don't even deliver, with their low-frequency services to 2 destinations from Luton
80% loads flying from an airport that has the second biggest catchment area in the UK. Must be doing something right:ok:

Jetstream Rider

5th Oct 2007, 15:30

...but I don't really recall many BA ads since then.

And BA are considered "innovative". How's that good then?

I'm not saying innovation means cost - I really like some of the Honda ads, in fact I think they are excellent.

What I'm saying is that the "tired old format" often works. What Silverjet have done here is used a swipe at their competitor (old as the hills) and its got us talking.

I'm not saying its a great ad, nor am I saying its the way to do it, but I think its better than BA's advertising over the past few years (recent past excepted) and it doesn't need the "innovation" of spending a lot and getting something original.

The loco's in this country are great at advertising, but they use the same old techniques. Innovation doesn't mean good - but it can mean bad.

Basically, BA have spent a fortune on advertising over the years and as the quote above shows, it wasn't worth it. The loco's spend a lot less, innovate less and get a much better value for money than BA.

Silverjet don't need a basis of innovation, in the same way that the loco's didn't. At the moment they need a lot of people talking about their brand so that it becomes a recognisable name.

harrogate

5th Oct 2007, 15:38

With all due respect, their target audience don't give a **** about catchment areas and loads.

They want something convenient that offers frequency, reliability, value for money and comes with some whistles and bells, because the company's paying.

Mr Smith at Smith International Software Ltd in Euston thinks 'I need to get to downtown New York for a meeting on Friday. I want to arrive there fresh and on time and I'm prepared to pay a bit for that'.

He doesn't think 'After seeing the Silverjet ad, it's clear that they're the new BA. What's more, Luton airport has got one hell of a catchment area and word on the street is that Silverjet are showing some pretty impressive loads.'

As was mentioned before, people will take comfort from the fact that if a plane goes tits up, BA are far more likely to factor in an alternative.

Silverjet need to lay off writing cheques that they can't cash and tell us what they CAN do.

oncemorealoft

5th Oct 2007, 15:44

Last published monthly L/F figures for silverjet I saw stated 68% -- not 80%.

They need to be doing better than that by now.

harrogate

5th Oct 2007, 15:47

Mr Jetstream

Put simply - if I wanted people to talk about my Silverjet, I'd do something remarkable and not knock out an ad that got people talking about Silverjet AND BA, especially when I know full well that what I've got isn't a scratch on what they've got in many critical areas.

I'd plough my own furrow and only when the momentum's there, a better network's in place and my reputation had grown (through my own advertising innovation and the customer experiences and word of mouth that invariably ensues, if I'm getting it right) would I start to poke the bullies in the eyes.

And I haven't said BA are innovative. Maybe they were once. Maybe this original ad was innovative, but maybe it wasn't. If it wasn't so great, why are Silverjet leaping on its back?

I'm saying Silverjet need to be innovative. They're small fry that are about to dive into a massive lake full of big fish. Picking a fight that they can't - not won't - can't win, is not the way to do it.

The small fry is best off hanging round the shallows and getting a bit fatter.

harrogate

5th Oct 2007, 15:58

Again, who's calling BA innovative?

And anyway, they don't need to be, at least not with their advertising. Everybody - and I mean everybody - knows who they are and what they do.

BA are are at a massive advantage and they just need to be good at what they do. Fact is, they aren't as good as they used to be. Competitors like Silverjet can make ground on them, but they'll need to pull out all of the stops - innovation is only part of it - because they've got a hell of a lot of ground to make up.

Don't get me wrong here - I'm not a BA fan.

3202b

5th Oct 2007, 16:01

I thought the new BA ad was quite amusing.

www.BritishAirwaysandPamann.com

Jetstream Rider

5th Oct 2007, 16:19

harrogate - I know what you mean, but saying don't pick a fight with the big guy is what a lot of people said to Ryanair. Now don't think that I like them - I don't - but there is no denying they are successful. They picked a fight in a very competitive market and are basically winning. They innovated on their company culture, but not their advertising. There is a difference between innovating and differentiating. Silverjet differentiate. Just imagine BA are full, so the hapless exec flies Silverjet as he had a lat minute look there. Likes it, saves cash and hassle and decides to do it again instead of trying BA next time. What the he needs to know is where to look (or at least his travel agents do). If the name Silverjet is in his mind, then he might just look there and the business might change. That's what happened with the loco's - the business budget holders saw they could get a similar product (moving from A to B) for a lot less, and look where that has ended up.

In the same way as my friend wanted to go to Berlin, they didn't think to look at Air Berlin as they had never heard of them, but they did go straight to Easyjet and Ryanair. Even if Air Berlin had had an ad saying "fly to Berlin with Air Berlin" said by a man in lederhosen, it would have been a start and no need for innovation or ploughing of one's own furrow.

WestofEMA

5th Oct 2007, 16:27

As someone above has already stated "it's got us talking about it, so it's working"..

With one plane/one route they achieved 80% load factor within 7 months. Added second plane at end of last month on the same route, so load factor dropped to 68%. Still not bad IMO.

They have announced new route to DUB from November, so growing steadily. I guess the ad is just a way to get visibility out there to a very new business.

I say good luck to them.

harrogate

5th Oct 2007, 16:29

Jetstream

I hear your noise too - believe me I do (until very recently I knocked out ads for a prominent lo-co, including their first ever TV ads) - but the fact is that style and image are inextricably linked to any premium products. It's not as simple as marketing a budget brand.

The lo-co's innovate with their business models and they know they're getting it right, because they've all settled on a very similar formulas, but part of winning the battle in the premium market is looking good, as well as feeling good and making the costs sheets look good.

There are some really effective ways of innovating which tick all your boxes as a fledgling company, but sadly Silverjet have gone down the wrong road with their current line of advertising.

Basing their advertising push on their competitor's previous adverts is drawing as much attention to BA as it is Silverjet.

PS - I wish them luck too.

Airbourne-Adamski

5th Oct 2007, 16:35

Some of you have mentioned how LTN is not an airport you wish to use, basically saying rather LHR and BA to LTN and SJET.

How many of you have seen what SJET offer at LTN?
Their own terminal at LTN is spot on for their product. SJET pax can turn up check in and be on the a/c in 30 mins Hassle free, trying doing that through LHR, I think not

Plus the terminal at LTN offers amazing services, its like a BA club lounge but a terminal, high tech and spec, showetr and bathroom service to say the least.

Oh im not a SJET employee but you slate SJET at LTN maybe you should come and have a look.

harrogate

5th Oct 2007, 16:44

The above post is exactly what Silverjet should be talking about. In many ways, the re-hashed BA ad they've done is a failed attempt at doing just that.

Those elements above are stuff that their target audience needs to know and will get them new custom.

Build those elements into a nice looking, or dare I say even a striking ad package, and you're in business. Premium business.

Shout about your points of difference - even if they're things that your competitors do, but you're confident you do better - it's still a difference.

Your company's long-term aspirations don't mean a thing to your customers until they feel the benefits themselves. They're only interested in what you can do for them today.

Focus on what you've got in the here and now, not things you haven't got or stuff that you want to have in the future. You'll only disappoint or even offend if you choose to deceive.

harrogate

5th Oct 2007, 16:55

Something Silverjet need to address if they're flying out of an airport with that reputation.

Especially because a lot of their own clientele are premium class snobs :ok:

aab

5th Oct 2007, 17:01

Silverjet have got b**** that's for sure.
Here's the whole story on the Beeb:
http://news.bbc.co.uk/1/hi/magazine/7029726.stm
David and Goliath!

10secondsurvey

5th Oct 2007, 17:12

To me the point of the first advert was, BA had huge groups of people, whereas Silverjet, who are by nature more exclusive, with fewer pax, used just a few individuals. I thought it was pretty good.

As for worries from some about the lesbian suggestion, get with the programme. If middle eastern countries don't like modern democratic attitudes, not ruled by dictatorial (male dominated) superstitions, they can quite easily shut themselves off from the modern world. Nobody forces such people to fly to the UK or USA, so it can't be all bad.

Besides from a commercial point of view, it's a pretty smart move chasing the pink pound. BA sponsored London pride this year, United and American have been doing the same for many years. They know where the money is. Ask any major advertising agency, and they'll tell you the same.

Islamists can always choose to use a suitably islamic airline. It's called freedom of choice.

PAXboy

5th Oct 2007, 18:41

It's got us talking about SilverJet - so it must be good.
No, because 97% of the posts are critical and I agree. I was astounded that a company trying to create a new market wants me to imagine that I am reclining in my big seat in the middle of a desert. :rolleyes: All the comments about ripping off the advert of your competitor are correct. This is a huge waste of money and an enormous own goal.

The comments about LTN are misplaced. I live closer to LTN than I do to any other 'London' airport, therefore it is my first choice. If I lived in Northmapton, say, then LTN is considerable more useful than the other London fields and I might even want to go from BHX. If I lived in Tonbridge Wells, then LGW would be of prime interest. It is that simple.

As to the lack of back up if the a/c goes tech, that is true but look at VS. They started with a single 741 and have done reasonably well, don't you think?

As to BA still keeping their fares high and not dropping them (one poster said this showed that SJet was not making an impact) - have you any idea how quickly the authorities would hammer them for doing that? After the big boys flattened Laker and nearly did so to Virgin Atlantic, you can be sure that cutting fares to get the customers back is not going to happen.

The toilet advert is bang on for a media savvy and media bored punter. It's funny and shows an innovative idea of the service.

BUT the one thing that these adverts fail to do is show me the product in DETAIL. Don't waste time with out of focus shots of numerous pax milling in a terminal - I know what that looks like! Show me the lounge (without wide angle lenses). Show me the seats and facilities in plain focus.

When a company starts doing adverts that are dreamy and floaty with ethereal music, it means that they have got so big that they don't know what to do. Look at the current crop of adverts from the big car manufacturers, they are morphing their cars into flowing water and snakes and other junk because they cannot think of anything new.

By the by, the BA/PanAmm for recruitment is sooooo unfunny. It just copies what comedians have been doing for 30 years. Another waste of money.

SJet has something new (as does Eos and Maxjet) but the two adverts (BA rip off and people in terminal) do ZERO to tell me about their product!!! What these adverts tell me is that the people they have recruited still think they are running a big company. Someone had better tell them the truth. It's fine to think grandiose thoughts but, if I were a shareholder of SJet (Y7), then I would be very worried and angry.

King Pong

5th Oct 2007, 21:51

Something Silverjet need to address if they're flying out of an airport with that reputation.

So Heathrow has a good reputation? :eek::confused:

harrogate

5th Oct 2007, 22:03

Whatever Heathrow's reputation, it's obviously the natural choice for business travel from London.

If Luton has a 'chav' or other detrimental reputation, then Silverjet needs to manage that.

They need to tell us about their facilities and why business travellers should go out to Luton to fly with them. Show us what they've got, instead of wasting time with crap like the BA ad remake. It doesn't inform, interest or sell their brand/concept.

It's smarmy.

King Pong

6th Oct 2007, 06:39

Whatever Heathrow's reputation, it's obviously the natural choice for business travel from London.

If Luton has a 'chav' or other detrimental reputation, then Silverjet needs to manage that

Unless you or your company can afford executive jet travel. The UK’s busiest airport for business jets is that “Chav” airport. Maybe people with money know best.:ok:

harrogate

6th Oct 2007, 10:08

That's great.

I didn't refer to Luton as a 'chav' airport.

I just made a point to the person that did.

HZ123

6th Oct 2007, 10:21

As a person who has worked at the LHR s------e for 35 years I refute that is the choice of the business person it merely enjoys a monopoly on the main routes. Most business people I mix with hate the place and if LTN had more longhaul services many would move there. Both LTN / STN business flights should do very well when the change to T5 starts as there will be an element of chaos for the 1st year, there task is to retain these pax. P.S. At least the majority of LTN staff speak english which is not always the case at LHR.

harrogate

6th Oct 2007, 10:46

Forgive me Gents, but personal opinions on the state of Heathrow isn't really the point.

The point is that Heathrow is where the big airlines run most of their transatlantic and other business routes from presently and it's lodged in the national psyche as the transport hub of London.

It's not an argument about which airport is fit for purpose, it's more a statement of fact. Like you said - LHR monopolises the routes and that's not going to change a lot in the short-term, i.e. in Silverjet's 'make or break' period.

Ironically one of the biggest benefits Silverjet ccould potentially have, is if the other big airlines shifted more of their services to Luton or STN - that way they could fight on something of a level playing field and beat BA with their overall package on comparable terms.

But then, would the other airlines, like BA, f*ck things up so gloriously if they were running out of Luton? I sense maybe not.

It's a double-edged sword for Silverjet... If BA et al stay at Heathrow, then Silverjet could make an impression with their 'new' alternative, but will the business travelers migrate en masse to Luton off their own backs? Or will they plump to stay with what they know, safe (ish) in the knowledge that BA (in theory) could get them moving should an a/c go tits up, or offer them flexibility on departure times if their own plans alter?

If BA and the gang ship some of their offering out of LHR to LUT and STN, then it could be good news for Silverjet because they could steal some of BAs crowd, who were going out to Luton anyway. But like I said before - BA might be slick from LTN, and they could just chuck some cash at it in the short-term (say, 6-18 months), which would be enough to squeeze Silverjet until they go pop. If BA move to LTN, STN or elsewhere, then they would invariably have fancy new facilities of their own... they would have to!

The big worry has to be, though, that a business traveler might only suffer a bad experience with Silverjet once and once only. What will happen if the Silverjet plane goes balls up? With all the best intentions in the world, and eternally looking for a better alternative to BA, one mis-hap with Silverjet and the delays that ensue might be enough to force a previously dis-gruntled BA convert back to BA, simply because of the volume they offer, or because the airport the operate from (i.e. Heathrow) offers more transatlantic alternatives.

Then there's BAs benefits/loyalty packages, which the bean counters at Mr Bloggs' company would need to be convinced to leave behind.

PAXboy

6th Oct 2007, 11:17

Firstly BA are never going to move to LTN!:rolleyes: Currently, they are reducing the number of bases and there has been much speculation that they want of LGW. Further, if they wanted to move to LTN, do you wanna know how quickly the competition authorities would say NO? Since BA already have previous in killing off competition and are currently in trouble about fuel surcharges ...

HZ123

6th Oct 2007, 11:20

Harrogate; You put forward a very well thought out and practical view. Clearly you are not in airline management (complement). BA will not move away from LHR and it is more likely to reduce even futher it's lonhaul services from LGW. This process has already started and with the proposed start up of BA exec services from mainland Europe in April 08 it will have more than enough on its mind to resolve. From the pax prospective I hope that Silverjet et al survive and increase their routes and frequencys.

harrogate

6th Oct 2007, 11:22

No. You're right. I'm ex-marketing for a lo-co, for my sins.

I'm being hypothetical. LTN, Gatwick, STN - wherever. I'm merely talking about shifting away from LHR.

Back to the plot, though... it's more than just a scrap between Silverjet and BA, as is noted above.

And the fact is that Silverjet shouldn't be picking a fight with BA with their current offering - better airport or not.

As someone said perfectly a few posts ago - it's a case of big company management running a small company - a very, very small company - like a very, very big one. They're playing Tesco, when they should be playing Mr Patel.

Stay out of the fisticuffs for the time being and get good at what you do. Go down the Direct Marketing route, talk straight to your customers without fancy big adverts on TV. Make them feel special.

The daft BA rip-off advert gives credence to their competitor, when they shouldn't be giving them the time of day.

It reminds me of growing up in Leeds, and whenever Man Utd played Leeds, Leeds fans believed it was 'the big one' that all the eyes of the nation were trained on. For Man Utd, the 'big one' was with Man City, Liverpool or Arsenal. They get on with their game and walked away at the end of each season with the silverware, or at least miles above Leeds. Leeds allowed themselves to get caught up in the moment and literally took their eyes off the ball. It's about focussing your energy and resources on the season and not one game.

Silverjet need to not give BA the attention. As I've said time and again, Silverjet's advertising needs to be great on its own terms. Show us what you've got, because it's pretty good, in context. If they give us the goods in that context, then they might be onto something.

That advert has mis-fired. It's obvious what the intention was, but all it's done has played into BA's hands. Silverjet need to advertise on their own terms.

DONTTELLTHEPAX

6th Oct 2007, 18:23

I thought it was to artifarti and it coud have been an advert for
Dulux paint or anything for that matter.

It should have been nice and simple showing its own terminal, its cabin
and its aircraft paint job, along with the two routes it offers and price.

But no all you see is some people trying to look like a face, dancing to some old music in a dried up river.

I still dont know what the passenger cabin looks like or what its own
terminal is like, surely it would make more sence to show them instead.

harrogate

9th Oct 2007, 20:24

Goddamit!

It seems commons sense killed this thread.

DON'T TELL THE PAX & Aerotech :D

aab

10th Oct 2007, 14:43

Here's director Hugh Hudson on the making of the commercial:
http://www.youtube.com/watch?v=8B1hewb6qr0
arty farty? deffo!
But I still think it's a cool idea.

DONTTELLTHEPAX

14th Oct 2007, 19:14

They would have been better off with the M&S advert.

This is not just any Airport terminal, this is Silverjet own terminal.
This is not just any B767, this is Silverjet all business class B767.
This is not just any business class flight, this is Silverjets all business class fligh.
This is not just any jet this is Silverjet.

If anyone from Silverjet want to use this feel free, for a small fee :E.

redsnail

15th Oct 2007, 10:06

I caught an early easyJet flight from AMS to LTN several months ago. The number of "suits" who then strolled over to the Silverjet terminal was very interesting.

Why hub out of LHR if you don't have to? I use LHR for positioning flights too often for my liking and it's dire. Too crowded, too congested, not enough staff. I am not questioning the safety of LHR, but the convenience.

If given a choice between Silverjet from LTN (20 min from my house) versus BA from LHR (esp T4).. Easy decision.

As for the add. Cheeky. Like it. Remember the first one and was impressed. Like the Silverjet one as it makes a very valid point. The catch phrase needs work but I am sure they'll sort it.