Green and Expensive

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   Starting from the middle of April S7 Airlines, known before as Sibir Airlines, will start its new image promotion by broadcasting TV adverts featuring smiling beauties, snowboarders, rollers, happy office clerks running along the coast. On April 4th on the press conference in SkyLounge Bar representatives of the airline company unveiled the details of their new strategy and unexpected approach.
    Thus, the main motivation was to show the individuality of the company, to stimulate positive emotions of their clients and to associate them with a new brand. Vladislav Filev, General Director of S7 Airlines, said: ‘we want to be more modern and comfortable, more friendly and hospitable. The idea is to make our passengers happier’. Landor Associaes – English specialists in rebranding – and No One Advertising Agency helped Sibir to develop their new image. All S7 TV adverts were filmed in Italy and New Zealand.
    Furthermore, the press conference itself was marked with modern trends. The bar was full of green humanoids wearing sunglasses, models in green dresses with green balloons in their hands. Green laser rays cut the air and journalists were served special S7 green cocktail. The entertaining part was in the same style: futuristic fancy performance, fashion show presenting S7 uniform also designed in England and impressive fireworks amazed the guests of the event.
    Meanwhile, S7 Airlines withhold comments regarding the rebranding budget. However, Igor Volkov, PR Director Deputy of S7 Airlines, emphasized: ‘we wouldn’t unveil the budget, especially now when the campaign which started in autumn 2003 has not finished yet’. Moreover, he pointed out that the changes will refer not only to design and advertising campaign but to the approach to passengers – at the moment S7 trains its personal focusing on high quality service.