It’s no secret that air travel isn’t what it used to be before 9/11. Heck, it isn’t even what it used to be a week ago, when airlines had the decency to let you check a bag without paying for it. These days, getting on an airplane is all about being nickel-and-dimed, from the time you make the reservation to the moment you straggle over to baggage claim. If you run an airline, how can you spin that in your favor?
American Airlines, which took a beating last week when it announced plans to charge $15 for checking just one piece of luggage, has long claimed in its ad campaign that, "We know why you fly."
But for the most part, the airline seems to think you fly for all the not-very-original reasons you’d expect, such as to get home early from a lame business trip or to take a vacation using frequent flyer miles. What’s more, they largely fail to give any indication of why you should choose American over the competition.
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| JetBlue |
While the legacy airlines try to convince us we should keep flying with them despite what seems like a weekly service downgrade, the discounters are having a field day trying to argue that they offer a better experience. That may be true, but it pays to remember that the bar is extremely low.
JetBlue claims that when you use its airline you’re not flying, you’re jetting. The airline’s advertising campaign touts the now-familiar differentiators -- leather seats, entertainment, snacks.
Snacks, you ask? Yes, that’s what it has come to -- an airline can now make a selling point out of that small plastic bag of processed carbs they toss your way as they make their way down the aisle. What’s next, a campaign touting that they pressurize their cabins? Provide seat belts?
Southwest Airlines also makes fun of its competition in an ad in which everything -- including pushing the call button -- costs flyers money. It’s a cute ad, although not quite cute enough to distract us from the flap over missed safety inspections that prompted tons of flight delays earlier this year.
The fact is, the cost of fuel is going through the roof and the economy is in the doldrums, so airlines are increasingly going to have to make an ugly choice: cheap tickets or good service. That’s not a very alluring advertising message, so here’s a thought: why don’t airlines dump the commercials altogether and put that money toward making our flights just slightly more endurable?