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Ajita Shashidhar

Lines up series of campaigns for its guest loyalty programme

Mumbai , April 13

Co-branding partnerships with like-minded brands and an aggressive strategy to promote its guest loyalty programme, King Club, would be the major focus of UB Group's Kingfisher Airlines this year. The company is planning to spend close to Rs 40 crore on various media and below-the-line marketing activities for the year.

The company has just launched Kingfisher First, which is a print campaign to promote its first class service. It is a personalised campaign, which has Vijay Mallya, signing off by saying, "I have created a product which is better than what I would have created for myself."

Mr Girish Shah, General Manager (Marketing), says that the company has lined up a series of promotions for its guest loyalty programme. "We are tying up with a number of restaurants, the traffic into which we are going to drive through a gourmet guide. We are also in talks with Goa Tourism to boost domestic traffic during monsoon."

"Strategic partnerships are going to be the focus of our marketing strategy. We have already done promos with Malaysia Tourism to organise a golf tournament for CEOs in Delhi," he adds.

The company is also planning a series of online promos to boost traffic in certain sectors such as Mumbai-Kolkata. Mr Shah says that online ticketing contributes almost 35 per cent to the company's revenues. "We are running online contests to boost traffic on these sectors and are also looking at partnering with premium hotels. For instance, in Kolkata, we are planning to partner with the Park Hotel."

Mr Shah is extremely upbeat about the response to the airline's guest loyalty programme and claims to have already enrolled 20,000 within two months of launch. "Even in terms of market share, we already have an 8 per cent share within 10 months."

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