Airline Marketing Zen

Norwegian Airlines make me think of kittens


Passing through Gatwick Airport last week, I saw a aircraft.

As someone whose responsibility it is to stare fixedly out of the window to prevent an aircraft falling from the sky while aboard, I like anything that helps me reframe the experience of flying.

I have done work with Air France in the past, and their work must only feature empty blue skies, and people in a heavenly state of relaxation. I call this Zen territory. Zen territory has little to do with actual Zen but is shorthand for people looking extremely chilled. The fact is that unless you are forking out for first class the reality of travel is not like this at all. You are not sitting with your feet in a blue pool, looking up at a clear, sunny sky. You are more likely feeling a tad claustrophobic and listening to your inner child asking are we there yet?

What I like about the aircraft is that it proudly proclaims that it has wireless internet on board. It posits a journey where the traveller can “poke friends’ or ‘watch cute cat videos’ or ‘check email’. In short do everyday stuff instead of experiencing the existential terror of being buffeted about miles above terra firma. Give me the kitten videos every time.

The fact that it uses the whole plane to advertise the wifi is interesting. Does it cheapen the brand? I think not. It makes me smile and gave me a positive reason to enjoy my flight with Norwegian.

By Peter Kenny

I lead a double life. Identity #1. A writer of poems, comedy plays, dark fiction and the odd libretto. Identity #2: A marketing outlier, working with London creative agencies and my own clients as a copywriter and creative consultant.

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