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SQ Marketing: Does 1st With A380 Matter Anymore?  
User currently offlineRedFlyer From United States of America, joined Feb 2005, 4354 posts, RR: 28
Posted (8 years 2 weeks 1 hour ago) and read 5152 times:

With so many A380 threads going, I thought I'd add one more regarding marketing...

I was passing through HKG yesterday and at the check-in terminals I saw a big SQ advertisement for the A380 with the logo "First to fly the A380". I couldn't help but wonder, "So what?".

Given the delays encountered by the A380 program and the entire production and company issues that have recently come to light, does the A380 still hold a unique status symbol (beyond sheer size) anymore?

I'm beginning to wonder if it is in fact turning into an albatross from a marketing standpoint for some who are planning on putting her into service.


My other home is a Piper Cherokee 180C
28 replies: All unread, showing first 25:
 
User currently offlineStitch From United States of America, joined Jul 2005, 31097 posts, RR: 85
Reply 1, posted (8 years 2 weeks 1 hour ago) and read 5150 times:
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Well at the rate the first frames will trickle into service, SQ might very well be the only A380 operator for upwards of a year...

User currently offlineDeaphen From India, joined Jul 2005, 1427 posts, RR: 1
Reply 2, posted (8 years 2 weeks 1 hour ago) and read 5138 times:

Delays are a pain for the airlines... the first A380 will definately be extremely exciting for all of us aviation people. Imagine flying in the beast! Anyways.. yes SQ may be unhappy bout the delays.. but it will still be the first to commercialy fly the A380!

No change in that status!

regards
ntiin



I want every single airport and airplane in India to be on A.net!
User currently offlineSteph001 From Germany, joined Oct 2003, 315 posts, RR: 1
Reply 3, posted (8 years 2 weeks 1 hour ago) and read 5124 times:

I haven't seen the "first to fly A380" sticker on SQ's commercials in Germany for more than one year. In one of the last editions of "Wirtschaftswoche" (a German economics magazine) I saw a supplement on China with a SQ commercial featuring  Wink "Singapore Girl":D. So, to make it short, I guess you have seen an old commercial Smile. "First to fly A380" doesn't matter anymore as much as it did couple of years ago.

User currently offlineRedFlyer From United States of America, joined Feb 2005, 4354 posts, RR: 28
Reply 4, posted (8 years 1 week 6 days 19 hours ago) and read 4935 times:

Quoting Stitch (Reply 1):
Well at the rate the first frames will trickle into service, SQ might very well be the only A380 operator for upwards of a year...

But beyond being the first to fly her, is the glamour still there? I mean, with all the production issues, does the average joe still get excited by knowing he/she may fly on her before anyone else with a particular airline?



My other home is a Piper Cherokee 180C
User currently offlineAviasian From Singapore, joined Jan 2001, 1489 posts, RR: 14
Reply 5, posted (8 years 1 week 6 days 19 hours ago) and read 4918 times:

The excitement may have abated for now . . . after all, until Airbus is certain that the first A380 delivery will take place in October 2007, there is no point keeping up the hype.

But down the road when aviation history is recorded, SIA will go down as the airline that launched the inaugural commercial service using the A380. In the same way we now remember that Pan Am did it with the B747-100 and Northwest did it with the B747-400 . . . that is how history will remember. The delays which today hog the media limelight will by then fade into the fringe of history.

SIA will reveal its next generation cabin features on 17 October . . . that would be a good time to see if it still holds on the the "First To Fly A380" marketing position.

KC Sim
Singapore


User currently offlineZvezda From Lithuania, joined Aug 2004, 10511 posts, RR: 64
Reply 6, posted (8 years 1 week 6 days 17 hours ago) and read 4777 times:

It's interesting that -- at least in some markets -- SQ are still willing to proclaim that apparent mistake (even if it was reasonable based on the information available to SQ at the time).

Quoting Aviasian (Reply 5):
SIA will reveal its next generation cabin features on 17 October . . . that would be a good time to see if it still holds on the the "First To Fly A380" marketing position.

 checkmark 


User currently offline727200er From Canada, joined Mar 2004, 318 posts, RR: 0
Reply 7, posted (8 years 1 week 6 days 16 hours ago) and read 4736 times:

There will still be a certain prestige in being first. As stated it will be a matter of record that they were first.


"they who dream by day are cognizant of many things which escape those who dream only at night" - Edgar Allen Poe
User currently offlineBill142 From Australia, joined Aug 2004, 8457 posts, RR: 8
Reply 8, posted (8 years 1 week 6 days 15 hours ago) and read 4680 times:

It will be scaled back and the ramped up again prior to delivery. The marketing execs all know how it works. A prolonged campaign will probably work against them.

User currently offlineJoni From , joined Dec 1969, posts, RR:
Reply 9, posted (8 years 1 week 6 days 15 hours ago) and read 4677 times:

Quoting Zvezda (Reply 6):
It's interesting that -- at least in some markets -- SQ are still willing to proclaim that apparent mistake (even if it was reasonable based on the information available to SQ at the time).

SQ appears to have corrected the mistake by removing the "2006" from the marketing slogan.


User currently offlineZvezda From Lithuania, joined Aug 2004, 10511 posts, RR: 64
Reply 10, posted (8 years 1 week 6 days 9 hours ago) and read 4440 times:

Quoting Joni (Reply 9):
SQ appears to have corrected the mistake by removing the "2006" from the marketing slogan.

... unless having chosen it at all turns into an embarrassment. I don't think it's an embarrassment for the airlines yet (clearly SQ don't think so), but it may become one if anything more goes wrong.


User currently offlineJAL From Canada, joined Apr 2000, 5090 posts, RR: 8
Reply 11, posted (8 years 1 week 6 days 8 hours ago) and read 4366 times:

I don't think it matters who fly it first as long as someone fly it!


Work Hard But Play Harder
User currently offlineBoeing Nut From , joined Dec 1969, posts, RR:
Reply 12, posted (8 years 1 week 6 days 7 hours ago) and read 4311 times:

Quoting RedFlyer (Thread starter):
"First to fly the A380".

They'll just add to it - "About bloody time!".

 duck 


User currently offlineJoni From , joined Dec 1969, posts, RR:
Reply 13, posted (8 years 1 week 6 days 7 hours ago) and read 4284 times:

Quoting Zvezda (Reply 10):
... unless having chosen it at all turns into an embarrassment. I don't think it's an embarrassment for the airlines yet (clearly SQ don't think so), but it may become one if anything more goes wrong.

I think the airlines know what they're doing. Should the plane not live up to the perfo guarantees (which is not the case unless it's performance somehow deteriorates while the wiring is redone) this would be Airbus' fault.


User currently offlineZvezda From Lithuania, joined Aug 2004, 10511 posts, RR: 64
Reply 14, posted (8 years 1 week 6 days 7 hours ago) and read 4259 times:

Quoting Joni (Reply 13):
Should the plane not live up to the perfo guarantees this would be Airbus' fault.

Yes, it would be Airbus' fault, but it would still be embarrassing for the airlines which ordered it. Cancellation of the project would be embarrassing for the airlines. EIS after the SuperJumbo would be embarrassing for the airlines. Cancellation by several airlines could be embarrassing for the remainder. I wish I could be confident that the WhaleJet program has already hit rock-bottom, but who knows what might yet happen?


User currently offlineOldAeroGuy From United States of America, joined Dec 2004, 3545 posts, RR: 67
Reply 15, posted (8 years 1 week 6 days 7 hours ago) and read 4211 times:

Quoting Joni (Reply 9):
SQ appears to have corrected the mistake by removing the "2006" from the marketing slogan.

I saw them start doing this in Fall '05. They knew something was up at that time.



Airplane design is easy, the difficulty is getting them to fly - Barnes Wallis
User currently offlineGeorgiaAME From United States of America, joined Aug 2005, 984 posts, RR: 6
Reply 16, posted (8 years 1 week 6 days 3 hours ago) and read 3973 times:

When life deals out lemons, make lemonade.

How is this for an improvement:

"The only one flying the 380"

Subject to change, of course.



"Trust, but verify!" An old Russian proverb, quoted often by a modern American hero
User currently offlineRbgso From United States of America, joined Jun 2006, 594 posts, RR: 0
Reply 17, posted (8 years 1 week 6 days 2 hours ago) and read 3813 times:

I still wonder what they will do with only one frame in 2007.

User currently offlineStitch From United States of America, joined Jul 2005, 31097 posts, RR: 85
Reply 18, posted (8 years 1 week 6 days 2 hours ago) and read 3784 times:
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Quoting Rbgso (Reply 17):
I still wonder what they will do with only one frame in 2007.

Air crew (flight and cabin) training/familiarzation on short-haul flights like a daily SIN-SYD-SIN rotation.


User currently offlineHB88 From United Kingdom, joined Sep 2005, 816 posts, RR: 31
Reply 19, posted (8 years 1 week 6 days 2 hours ago) and read 3757 times:

The general public wont even remember or care about the EIS delay.

When the 380 goes into revenue service with SQ as the only initial operator of the type, it will have had the desired PR effect.


User currently offlineZvezda From Lithuania, joined Aug 2004, 10511 posts, RR: 64
Reply 20, posted (8 years 1 week 6 days 2 hours ago) and read 3734 times:

Quoting HB88 (Reply 19):
The general public wont even remember or care about the EIS delay.

True, but the shareholders will.

Quoting HB88 (Reply 19):
When the 380 goes into revenue service with SQ as the only initial operator of the type, it will have had the desired PR effect.

The magnitude of the effect is unknown.


User currently offlineIndio66 From United States of America, joined Mar 2004, 475 posts, RR: 0
Reply 21, posted (8 years 1 week 6 days 2 hours ago) and read 3705 times:

SQ has teamed up with the Aussie tourist board and has a new campaign for the 380:

"Where the bloody hell are you?!"

 Big grin


User currently offlineHB88 From United Kingdom, joined Sep 2005, 816 posts, RR: 31
Reply 22, posted (8 years 1 week 6 days 2 hours ago) and read 3682 times:

Quoting Zvezda (Reply 20):
Quoting HB88 (Reply 19):
"The general public wont even remember or care about the EIS delay."

True, but the shareholders will.

True, but that's not what is at issue here. As a PR/marketing exercise, I don't think it will matter in the slightest with the public as a whole. Perhaps those who noticed the "...in 2006" tag (I have to admit I didn't).

Quoting Zvezda (Reply 20):
Quoting HB88 (Reply 19):
"When the 380 goes into revenue service with SQ as the only initial operator of the type, it will have had the desired PR effect."

The magnitude of the effect is unknown.

See above: as a marketin/public relations program, I don't think it will have much effect. We're not talking about financial impact on the airline per se due to the delays. I'm talking about the utility of the "first to fly A380" marketing for SQ. I very much doubt that the general public will react all that much differently in terms of ticket sales or attraction of flying the A380 product because it is late.


User currently offlineFuturecaptain From , joined Dec 1969, posts, RR:
Reply 23, posted (8 years 1 week 6 days 2 hours ago) and read 3611 times:

Quoting RedFlyer (Thread starter):
I'm beginning to wonder if it is in fact turning into an albatross from a marketing standpoint for some who are planning on putting her into service.

As I remember the albatross was a good luck symbol, until they shot it.  Wink  scratchchin 


User currently offlineC172onfloats From Germany, joined Apr 2005, 11 posts, RR: 0
Reply 24, posted (8 years 1 week 6 days ago) and read 3042 times:

You are wrong Steph001! I'm on SIA's newsletter campaign for the A380 with all information and the chance to win a seat on the first flight.
Still a big deal for SIA to be the first! Whenever it will finally happen!


25 Ken777 : First is going to be important for SQ - especially during the period that they are the only airline flying it. Down the road the the question will be
26 Zvezda : All the wiring on an airliner normally gets replaced about once every six years.
27 Stitch : I wonder if that requirement is affecting the current re-work? It's one thing to just move stuff about and re-wire as necessary to get everything up,
28 Zvezda : No, everything gets stripped out during heavy maintenance. This is not complicating the WhaleJet wiring problem. As reported, the real problem seems
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