Aeroflot launches a campaign of smiles to dispel image of miserable and rude crews

Published: 11/18/1999

The airline that attempted to woo the world with its flying elephant device is now embarking on another campaign to shed an image inherited from Soviet Aeroflot, based on rude miserable crews. On 10th December, it is planning to hold a “Smiling Day", as part of a three-month campaign. Passengers will be invited to vote for the most agreeable air stewardess or steward and to enter a competition to determine a new Aeroflot logo. Incentives include a lottery offering two free tickets to London, Paris or Manila and additional frequent flier points. The idea that grins from its stoical cabin crew, can somehow surmount Aeroflot"s rather poor image among international travellers does make one wonder about Aeroflot"s marketing staff"s assessment of its image problem. Perhaps the tactic is one suggested by international management consultants McKinsey, recently appointed to revamp the airline"s commercial and sales organisation. One hopes that the consumer, in the role of logo designer, does not follow the route of the flying elephant so prominently displayed on billboards advertising Aeroflot throughout Moscow.

Article ID: 1096