Differentiating the Product
An airline is an airline:transportation of large numbers of people quickly from point A to point B.
So you need to differentiate yourself from the pack.
Most airlines do this by using the best aspects of the culture they represent.
Qantas used to use its "australianess" but of late has lost its way.
New Zealand Crew,English Crew and an American ambassador.
McDonalds refers to its shop assistants as its "team" which has now become a buzz word of derision.