Vistara

by Maxposure Media Client: Vistara Airlines
The Brief

The client brief was to build a content platform that would act as a mouthpiece of the airline to announce its new destinations, loyalty programmes and initiatives, and entice customers to book Vistara when travelling to destinations on the airline’s network. The content was to be available on various platforms and would aim to increase revenue for the airline.

Objectives

The aim was to build and position the newly-launched Vistara Airlines in the Indian aviation market and to engage with customers across various platforms.

Creative Approach

Maxposure came on board to create the airline’s eponymous inflight magazine. In consultation with the communications teams of Tata Group and Singapore Airlines, we gave form to the magazine, which on every page, reflects the ethos of the two established brands. From a crisp content tone and specialised articles to unique image representations and the use of mixed media on the cover, the magazine has created a niche for itself in the aviation sector, winning several awards. The magazine’s content targets the business class and premium class flyers of Vistara.

Maxposure has also helped the airline in creating an omnichannel content strategy to target flyers and advertisers across multiple platforms like digital, social media, and e-mailers, and even launched an exclusive mobile app of the magazine, further increasing the reach of the airline.

To celebrate the induction of the airline’s first Airbus NEO to their fleet, Maxposure integrated augmented reality (AR) in the magazine’s cover, that could be activated through its mobile application, a first of its kind for an Indian airline. The AR feature let passengers access more information and videos of NEO and also a perspective from the vice president of Airbus, elaborating on various features of the new aircraft. Apart from being an impactful marketing initiative, this also helped the airline in increasing downloads of the mobile app.

As a unique initiative for its readers, the Maxposure team devised a few customer integration ideas, such as an aviation quiz for customers, wherein customers participating in the contest and answering questions correctly would be rewarded, through the magazine and social media.

Results

Our strategy helped the airline to increase its market share and build a strong identity in the competitive Indian aviation market.

With our expert content monetising team and a strong global sales network, we helped the airline achieve the third-year forecasted revenue of the inflight magazine in the launch issue itself, making the project a commendable success. This led to the renewal of the project for another three years.