360 plan of re lunch of Shaheen air in pakistan

Re-launch Shaheen Airline:

Introduction
Shaheen Airline, Pakistan's leading domestic and international airline, established in 1993.

Shaheen Air was the 2nd largest airline of Pakistan.

Known for its commitment to safety, exceptional service, and affordable air travel.

Seeking to strengthen its position in the market and expand its customer base.

They spent a fair amount on marketing and promotion.

They ignored their debt and never focused on the financial situation of the organization.

The leaser's took over their planes when Shaheen failed to pay their debts.

The owner left the country in order to find foreign investors but due to heavy debt they failed miserably.

Why the airline downturn?

Former CEO Shaheen Air, Director HR Shaheen Air, Imran Aziz informed airline’s employees that the
airline had been shut down officially due to unavailability of funds. The airline will soon declare itself
bankrupt.

Communication Objective
Run a campaign to re-launch and revamp Shaheen Air and to register in the minds of the audiences as a
reliable, safe and trustworthy travelling partner.

Industry Analysis
The airline industry in Pakistan is experiencing steady growth due to increased air travel demand.

Pakistan is a strategic location for both domestic and international air travel, connecting various regions
globally.

The industry is characterized by intense competition among airlines, both domestic and international,
striving to capture market share.

Evolving customer expectations and preferences for air travel experiences.

Audience Segmentation:
Noor, a young contemporary snobbish girl who (may or may not be married with no kids) who belongs
to SEC A class. She has frequent flyers that prioritize efficiency, reliability, and seamless travel
experiences. She’s seeking enjoyable and stress-free travel experiences with her family and friends. She
has no worries other than constantly thinking of putting up on her platform as she’s also an influencer.

Subhan – a young Leisure Traveler, young man who is not married yet. He loves to Travel for vacations,
holidays, and exploring new destinations. He’s particular travel on every occasion like New Year’s Event
Eid events. He may be travel once on a month.

Aunty Huma is a religious lady; she performs Umrah in every two years. She always prioritizes efficiency,
reliability, and seamless travel experiences. She Travel for vacations once in a year. She doesn’t have
much to worry about in her life as she has settled kids doing exceptionally well in their careers.

Mr. Rashid, who has well established businesses and is popular in his circle of businessmen, He Travel
for business meetings, conferences, and other work-related purposes every week. He prefers reliability,
coherent, consistent and smooth travel. He has worries regarding business but has a strong support
system holding his back that he calls his team.

Targeting from the segmentation

Segment 1: Business Travelers

Positioning: "Fly with Shaheen for Seamless Business Travel"

Focus on premium services, corporate loyalty programs, and time-saving measures.

Segment 2: Leisure Travelers

Positioning: "Discover Unforgettable Journeys with Shaheen"

Emphasize affordable fares, family-friendly services, and exciting travel packages for Hajj and Umrah
Occasion.

These audiences are eventually present at Upper & Middle Class markets
Strategy based on detailed consumer insights

Consumer insights
Research reveals that customers prioritize safety, reliability, and affordability.

Travellers seek convenience and seamless travel experiences.

Emotional connection with the brand is crucial for brand loyalty.

Customers desire personalized and memorable experiences throughout their journey.

Direction 1
Big Idea 1 - "Comfort Like Home"

Consumer Insight
Travelling comes with a sense of discomfort for the traveler that is unavoidable due to being amongst
strangers.

Big Idea
Shaheen Air aims to provide service that makes you feel like you never left the comfort of your home.

TVC Script

Scene 01:

An airport terminal with travelers waiting for their flight. A voiceover starts playing as the camera zooms
in on a traveler who looks frustrated and stressed out.

VO: Tired of delayed flights and rude flight crew? Want to fly like a VIP? Look no further.

[Cut to Shaheen Airlines check-in counter]

Counter staff: [Smiling] Welcome to Shaheen Airlines, sir. How may I help you?

Traveler: [Surprised] Really? Is this what flying is supposed to be like?

VO: That’s right. With Shaheen Airlines, you’ll fly like a Shaheen.

Scene: 02

Inside the plane, flight crew greets passengers with a smile and offers them a glass of fresh juice.

Flight attendant: [Handing over the glass of fresh juice] Welcome aboard, sir. Enjoy your flight.
VO: With Shaheen Airlines, the journey is as important as the destination.

Scene: 03

The traveler is seen enjoying a delicious meal while watching a movie on the in-flight entertainment
system

VO: From delicious food to a wide selection of entertainment, Shaheen Airlines has got you covered.

Scene: 04

The traveler is seen exiting the plane with a smile on his face

Traveler: [Smiling] that was amazing. I can’t wait to fly with Shaheen Airlines again.

VO: Fly like Shaheen. Fly with Shaheen Airlines.

Scene: 05

The Shaheen Airlines logo appears on the screen, followed by the slogan Comfort like home

Print Copy
"Fly with Shaheen Airline, where comfort meets home."

Designs

Direction 2
Big Idea 2 - "Seamless Skies"

Consumer Insight:
Passengers value airlines that provide convenience and seamless travel experiences.

Big Idea
"Seamless Skies" campaign emphasizing Shaheen Airline's commitment to hassle-free journeys.

TVC Script:
Scene 01:

A business traveler smoothly passes through check-in, security, and boarding processes, with a

Voiceover: "Let your journey be as effortless as the destination."

Scene 02:
A family enjoys personalized in-flight entertainment and comfortable seating, with a

Voiceover: "Create memories without the hassle."

Scene 03:

A traveler lands and effortlessly collects luggage, with a

Voiceover: "Arrive refreshed and ready to explore."

Fade out with the Shaheen airline logo

Print Copy:
"Travel without borders. Experience seamless skies with Shaheen Airline."

Designs

Relevant IMC Touch points

Interactive website and mobile app for easy bookings, personalized offers, and travel updates.

Social media campaigns to engage with customers, share travel experiences, and run contests.

Airport Experience:

Enhance check-in processes and introduce self-service options for convenience.

Collaborate with partners to offer exclusive lounge facilities and benefits to passengers.

In-flight Services:

Introduce innovative amenities, personalized menus, and entertainment options.

Well-trained cabin crew providing exceptional service and ensuring passenger satisfaction.

Loyalty Program:

Launch a loyalty program offering rewards, upgrades, and exclusive privileges.

Foster a sense of belonging and appreciation for frequent flyers.

 Let's embark on this journey together and make flying a remarkable experience with
Shaheen Airline.

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