Sponsor Message:
Civil Aviation Forum
My Starred Topics | Profile | New Topic | Forum Index | Help | Search 
Why Are There So Few Co-branding Liveries?  
User currently offlineGonzalo From Chile, joined Aug 2005, 1988 posts, RR: 2
Posted (2 years 4 months 3 weeks 16 hours ago) and read 4480 times:

I found a little strange that in a world where marketing is the key to survive for many brands and products, the airlines have so few "partners" taking advantage of having a big and shiny airplane flying their brand around the world.
Is true that there are some examples ( from the top of my head I can remember the EVA Air Hello Kitty's A330, some football teams and their sponsors, Etihad and the F1 340, the AS 737's with Disney, the ANA planes with their cartoons, but that's all )... but I think this practice should be much more extended, I think the people really likes to see ( and fly ) those colorful planes instead of the usual boring white tube, and everybody wins ( the airline, the brand, and the public ).

Oh and other thing, I don't know if this is just my perception, but it seems that the Japanese and Asian carriers are more prone to this practice ?

Am I alone in this or some of you have the same feeling ?? Any explanation besides the time and money needed for re-painting the planes?

Rgds.

G.


80 Knots...V1...Rotate...Gear Up...DC-3 / EMB-110 / Fairchild-227 / Ab318-19-20 / B732 / B763
23 replies: All unread, jump to last
 
User currently offlinePacNWJet From United States of America, joined Sep 2000, 980 posts, RR: 0
Reply 1, posted (2 years 4 months 3 weeks 16 hours ago) and read 4412 times:

At the defunct Western Pacific this was standard practice. A few examples:


View Large View Medium
Click here for bigger photo!

Photo © Gerhard Plomitzer
View Large View Medium
Click here for bigger photo!

Photo © Richard Silagi


View Large View Medium
Click here for bigger photo!

Photo © Javier Rodriguez - Iberian Spotters
View Large View Medium
Click here for bigger photo!

Photo © Matt Desatoff


View Large View Medium
Click here for bigger photo!

Photo © Matt Desatoff
View Large View Medium
Click here for bigger photo!

Photo © Matt Desatoff


View Large View Medium
Click here for bigger photo!

Photo © Michael F. McLaughlin
View Large View Medium
Click here for bigger photo!

Photo © Howard Chaloner



User currently offlineAirAfreak From United States of America, joined Apr 2012, 716 posts, RR: 0
Reply 2, posted (2 years 4 months 3 weeks 16 hours ago) and read 4358 times:
Support Airliners.net - become a First Class Member!

I remember years ago seeing airline partnerships advertised on various aircraft:

Sabena/Air France
Sabena/Swissair
Continental/Alitalia
Northwest/KLM
Air France/Air Calin


I miss those days  

-Air Afrique



Do you lead an Intercontinental life?
User currently offlinecipango From Ireland, joined Jul 2009, 613 posts, RR: 0
Reply 3, posted (2 years 4 months 3 weeks 16 hours ago) and read 4330 times:

FR had quite a few including Vodafone and Cable and Wireless.

As far as I know, advertising on planes is very costly and for the cost, it doesn't exactly have the best return and you can't guarantee a numerical audience.


User currently offlineGonzalo From Chile, joined Aug 2005, 1988 posts, RR: 2
Reply 4, posted (2 years 4 months 3 weeks 14 hours ago) and read 4155 times:

Quoting PacNWJet (Reply 1):
At the defunct Western Pacific this was standard practice. A few examples:

Nice collection !!! Thanks for posting.

Quoting cipango (Reply 3):
FR had quite a few including Vodafone and Cable and Wireless.

As far as I know, advertising on planes is very costly and for the cost, it doesn't exactly have the best return and you can't guarantee a numerical audience.

I think that you can be 100% right in the case of FR, because they use ( in many if not all the routes ) secondary airports with less people around, but think in my example of EVA and Hello Kitty...the painting doesn't seem to be that expensive ( no need to paint all the plane obviously ), and you have your plane parked and taxiing along the biggest airports like Hong Kong, Shanghai, Beijing, Japan, LAX....millions of people can see your brand in a year, and even better, they will probably talk and comment about it ( seeing a Hello Kitty or a giant battery in the fuselage of a 777 is not the same as seeing in the regular TV spot or the other usual places ).

Just my 2 Cents....



80 Knots...V1...Rotate...Gear Up...DC-3 / EMB-110 / Fairchild-227 / Ab318-19-20 / B732 / B763
User currently offlinenzrich From New Zealand, joined Dec 2005, 1522 posts, RR: 1
Reply 5, posted (2 years 4 months 3 weeks 12 hours ago) and read 3900 times:

Air NZ has done olympic versions on a 737-300
Had an A320 in a theme park version ( operated by its owned freedom air )
Presently got rugby ones 777 2 A320 and 1900d
Had large lord of the rings themed ones also .



"Pride of the pacific"
User currently offlineEWRCabincrew From United States of America, joined May 2006, 5523 posts, RR: 56
Reply 6, posted (2 years 4 months 3 weeks 6 hours ago) and read 3649 times:

Quoting AirAfreak (Reply 2):
Sabena/Air France
Sabena/Swissair
Continental/Alitalia
Northwest/KLM
Air France/Air Calin

You can add Continental/Garuda to that mixture.



You can't cure stupid
User currently offlinecatiii From United States of America, joined Mar 2008, 3031 posts, RR: 4
Reply 7, posted (2 years 4 months 3 weeks 6 hours ago) and read 3634 times:

Don't forget G-BOAD, BA's half Singapore and half British Airways Concorde:


View Large View Medium
Click here for bigger photo!

Photo © AirNikon Collection-Pima Air and Space Museum
View Large View Medium
Click here for bigger photo!

Photo © AirNikon Collection-Pima Air and Space Museum



User currently offlineSANAV8R From United States of America, joined Mar 2009, 215 posts, RR: 0
Reply 8, posted (2 years 4 months 3 weeks 4 hours ago) and read 3518 times:

I think the title is a bit misleading as Co-Branding implies two airlines (most likely in a Joint Venture) on one aircraft, but the OP is referring to 'logo jet'/'flying billboards.'

I'm going to assume that it's not only the cost but the rise of internet marketing these days. Having a jet especially painted for a campaign that may last a few weeks or months costs significantly more than promoting a business online where you can reach an almost global audience (there are some restrictions in terms of language, countries with restricted internet usage, etc). I feel like there is a lot of hype when they first arrive (some positive, some negative - I recall the uproar over the Sports Illustrated logo jet for WN a few years back)

While it is nice to see the change of livery for some carriers, some can be downright garish. Lots of LCCs use them as a form of ancillary revenue not only externally but internally, which may be on the rise in a few years. Although I notice the ads start slowly, first with clips on the Video entertainment (if any) or via on-board annoucenments and then on tray tables etc. Some of the planes aren't too bad but pretty soon they might turn into flying buses.

Quoting Gonzalo (Thread starter):
Oh and other thing, I don't know if this is just my perception, but it seems that the Japanese and Asian carriers are more prone to this practice ?

Am I alone in this or some of you have the same feeling ?? Any explanation besides the time and money needed for re-painting the planes?

Japanese carriers have been particularly keen I think. JAL has had full liveries of Tokyo Disney Resort and ANA with Snoopy and Pokemon jets respectively. I've also seen small decals for various bands. IMO I feel the Japanese air carriers also make themselves known by promoting themselves in non-airline industries such as allowing popular dramas to film their facilities or JAL even selling food products. But again its a different market and most of their livery jets were used on domestic routes.

Quoting EWRCabincrew (Reply 6):
You can add Continental/Garuda to that mixture.

Was it a co-brand or lease agreement?

View Large View Medium
Click here for bigger photo!

Photo © Rolf Wallner



User currently offlineAirAfreak From United States of America, joined Apr 2012, 716 posts, RR: 0
Reply 9, posted (2 years 4 months 3 weeks 4 hours ago) and read 3497 times:
Support Airliners.net - become a First Class Member!

Quoting EWRCabincrew (Reply 6):

Hi EWRCabincrew!

I totally forgot about that one! If my memory serves me correctly, I do recall seeing the D10 in Los Angeles!!! I also remember the days of Continental Micronesia D10's in EWR, but maybe that was for maintenance?

By the way, thank you for your service at Continental Airlines. I was a "member" of the Continental Airlines Young Travelers Club and also a OnePass member since 1992. My heart breaks each day when I see the Continental titles slowly disappear.

Continental Airlines. One Airline CAN Make a Difference.  

AirAfreak



Do you lead an Intercontinental life?
User currently offlineHELyes From Finland, joined Oct 2010, 941 posts, RR: 1
Reply 10, posted (2 years 4 months 3 weeks 4 hours ago) and read 3441 times:

Partnership advertising on AY planes, targeting Asia especially:

"Santa Claus Village"

View Large View Medium
Click here for bigger photo!

Photo © Elizabeth


View Large View Medium
Click here for bigger photo!

Photo © Weimeng



"Moomins"

View Large View Medium
Click here for bigger photo!

Photo © Jerry Pang



"Angry Birds"

View Large View Medium
Click here for bigger photo!

Photo © Daniel Tang



[Edited 2012-05-03 22:27:46]

User currently offlineCO777DAL From United States of America, joined Feb 2007, 616 posts, RR: 0
Reply 11, posted (2 years 4 months 3 weeks 3 hours ago) and read 3370 times:

Quoting AirAfreak (Reply 2):
Sabena/Air France
Sabena/Swissair
Continental/Alitalia
Northwest/KLM
Air France/Air Calin
Quoting EWRCabincrew (Reply 6):
You can add Continental/Garuda to that mixture.

You forgot the Continental/United One. You can't get much more CO branded than that!  
View Large View Medium
Click here for bigger photo!

Photo © Ron Carter
View Large View Medium
Click here for bigger photo!

Photo © Ron Carter




Worked Hard. Flew Right. Farewell, Continental. Thanks for the memories.
User currently offlinetdscanuck From Canada, joined Jan 2006, 12709 posts, RR: 79
Reply 12, posted (2 years 4 months 3 weeks 2 hours ago) and read 3275 times:

Quoting Gonzalo (Thread starter):
Any explanation besides the time and money needed for re-painting the planes?

I think it's the combination of the very high cost and the niche market; take all brands that market. Now remove all those that don't want their brand on an airplane for any reason, and further remove those for whom an airplane hits either the wrong locations or the wrong countries. That kills off a lot of advertising right there.

Now, for what's left, find those that are willing to pay the *extremely* high cost to design, execute, and maintain a custom airplane livery. Compare that to how much conventional and comparable advertising you could purchase for the same money (billboards, trucks, buses, airport signage, etc.).

The pool gets pretty small; it makes sense for some, which is why you see it, but I doubt it's ever going to be really widespread without a cost change.

Tom.


User currently offlinecatiii From United States of America, joined Mar 2008, 3031 posts, RR: 4
Reply 13, posted (2 years 4 months 3 weeks 2 hours ago) and read 3263 times:

Also, don't forget this one:


View Large View Medium
Click here for bigger photo!

Photo © Stefan Bjärkemark



User currently offlineGiancavia From Vatican City, joined Feb 2010, 1366 posts, RR: 0
Reply 14, posted (2 years 4 months 3 weeks 1 hour ago) and read 3190 times:

I think people over estimate what it costs to advertise on a plane, Alot of TV space at certain times could get cost you hundreds of thousands if not millions.. a plane advertisement nowhere near that. I think the reality is not many find a plane as a flying billboard useful to target their audience.

I did like the Ryanair logojets because the whole planes carried the themes as opposed to when the likes of EVA air do it and its just some out of place little cartoon, Looks kind of unfinished to me.


User currently onlineTruemanQLD From Australia, joined Feb 2007, 1546 posts, RR: 0
Reply 15, posted (2 years 4 months 3 weeks ago) and read 3129 times:

Jetstar Australia once operated a 717 with a rental car on the entire side of each plane, advertising for 'Thrifty' and 'Budget' car rental. Virgin Blue (as it was then) also painted a 737 black with Gillette markings. However, this was at least 5 years ago, so it obviously didn't work financially for either of them

User currently offlinebavair From Germany, joined Jul 2011, 125 posts, RR: 0
Reply 16, posted (2 years 4 months 2 weeks 6 days 23 hours ago) and read 3036 times:

Another airline that is a prime example of what the OP is referring to is TUI.

Lets start with some gummi bears:

View Large View Medium
Click here for bigger photo!

Photo © Manuel Marin
View Large View Medium
Click here for bigger photo!

Photo © Fynn Wolfram



Different type of bears:

View Large View Medium
Click here for bigger photo!

Photo © Björn van der Velpen



How about some cars?

View Large View Medium
Click here for bigger photo!

Photo © Stephan Kruse



Or something a little more speedy, although not on time all to often? But in a way also advertising for the competition.. 
View Large View Medium
Click here for bigger photo!

Photo © Oliver Totzke
View Large View Medium
Click here for bigger photo!

Photo © R Marques



Feeling lucky?

View Large View Medium
Click here for bigger photo!

Photo © Turker Hasimoglu



A little more subtle but still apparent (Football Club Hannover 96 and Leipzig Halle International Airport):

View Large View Medium
Click here for bigger photo!

Photo © Daniel Nicholson
View Large View Medium
Click here for bigger photo!

Photo © Marc Riedel



Not TUI and more related to aviation but still worth mentioning:

View Large View Medium
Click here for bigger photo!

Photo © C.P.



User currently offlineSANAV8R From United States of America, joined Mar 2009, 215 posts, RR: 0
Reply 17, posted (2 years 4 months 2 weeks 6 days 15 hours ago) and read 2815 times:

I've noticed also that sports teams seem to form a big portion of logo-jets, there are dozens of Olympic & World Cup liveries. Although there seems to be a glut of NFL Jets..

US Airways has 4 of the 32 NFL teams, they should just make an arrangement and have planes in all teams not just there three hubs and ex-hub.

View Large View Medium
Click here for bigger photo!

Photo © Thomas Warloe


View Large View Medium
Click here for bigger photo!

Photo © Frank Robitaille


View Large View Medium
Click here for bigger photo!

Photo © Daniel Arroyo


View Large View Medium
Click here for bigger photo!

Photo © Frank Robitaille



I doubt Southwest will continue these liveries..

View Large View Medium
Click here for bigger photo!

Photo © Ben Wang


View Large View Medium
Click here for bigger photo!

Photo © Ivan Hernandez - AeroImagenes de Mexico



Although they may have to fight for the Jets from jetBlue

View Large View Medium
Click here for bigger photo!

Photo © Randall Johnson


I always liked the 'helmet' of TWA

View Large View Medium
Click here for bigger photo!

Photo © Nick Spantopanagos



Long Gone...

View Large View Medium
Click here for bigger photo!

Photo © Frank C. Duarte Jr.


View Large View Medium
Click here for bigger photo!

Photo © Peachair



One I've never understood is Air Asia and their penchant of having logo jets of sports teams from half-way across the world. Especially the Raiders...

View Large View Medium
Click here for bigger photo!

Photo © Johan Knijn photography



[Edited 2012-05-04 11:05:44]

User currently offlineYflyer From United States of America, joined Feb 2007, 1031 posts, RR: 1
Reply 18, posted (2 years 4 months 2 weeks 6 days 14 hours ago) and read 2787 times:

The short lived Skybus Airlines had one of their A319s painted in a Nationwide Insurance scheme:


View Large View Medium
Click here for bigger photo!

Photo © Jason Whitebird



User currently offlineflyPBA From United States of America, joined Feb 2007, 431 posts, RR: 0
Reply 19, posted (2 years 4 months 2 weeks 5 days 16 hours ago) and read 2484 times:

Alaska / Portland Timbers

View Large View Medium
Click here for bigger photo!

Photo © Matt Kostelnick



Alaska / Disneyland

View Large View Medium
Click here for bigger photo!

Photo © Stefan Sonnenberg


View Large View Medium
Click here for bigger photo!

Photo © Michael Arcellana


View Large View Medium
Click here for bigger photo!

Photo © Alevik



Alaska / Alaska Seafood Industry

View Large View Medium
Click here for bigger photo!

Photo © Mark T Smith



Alaska / Boeing

View Large View Medium
Click here for bigger photo!

Photo © Michael Arcellana



HorizonAir / UM

View Large View Medium
Click here for bigger photo!

Photo © Royal S King



HorizonAir / Oregon State

View Large View Medium
Click here for bigger photo!

Photo © Royal S King



HorizonAir / Montana State

View Large View Medium
Click here for bigger photo!

Photo © Andrew Hunt - AirTeamImages



HorizonAir / OSU

View Large View Medium
Click here for bigger photo!

Photo © Michael Arcellana



HorizonAir / Boise

View Large View Medium
Click here for bigger photo!

Photo © Mark Szemberski



HorizonAir / UW

View Large View Medium
Click here for bigger photo!

Photo © Terry Sheng



HorizonAir / WSU

View Large View Medium
Click here for bigger photo!

Photo © Ben Wang



HorizonAir / Idaho State

View Large View Medium
Click here for bigger photo!

Photo © Russell Hill



etc ...


User currently offlineB6JFKH81 From United States of America, joined Mar 2006, 2891 posts, RR: 7
Reply 20, posted (2 years 4 months 2 weeks 5 days 15 hours ago) and read 2422 times:

Quoting SANAV8R (Reply 17):
Although they may have to fight for the Jets from jetBlue

We also have the Red Sox plane:


View Large View Medium
Click here for bigger photo!

Photo © Helmut Schnichels



....and the Real Salt Lake plane:


View Large View Medium
Click here for bigger photo!

Photo © Dennis Muller - Aerospray



On a different side of things (not sports), we also have the DirecTV plane:


View Large View Medium
Click here for bigger photo!

Photo © Ryotaro Shinozaki



....and here is an interesting one. One of the things that NYC was able to work out to help keep B6 headquartered in NYC instead of moving to MCO was the use to co-brand B6 and the iconic I (love) NY logo which (IIRC) was never done before:View Large View Medium
Click here for bigger photo!

Photo © Randall Johnson



[Edited 2012-05-05 10:28:11]

[Edited 2012-05-05 10:29:13]


"If you do not learn from history, you are doomed to repeat it"
User currently offlineSTT757 From United States of America, joined Mar 2000, 16872 posts, RR: 51
Reply 21, posted (2 years 4 months 2 weeks 5 days 13 hours ago) and read 2301 times:

CO had three co- branded aircraft:

CO/AZ DC-10 (AZ colors on one side, CO on the other)


View Large View Medium
Click here for bigger photo!

Photo © Jacko
View Large View Medium
Click here for bigger photo!

Photo © Mark Bess



CO/VASP DC-10


View Large View Medium
Click here for bigger photo!

Photo © Marc Lehmann
View Large View Medium
Click here for bigger photo!

Photo © Jose Francisco Gouvea V. Filho




CO/DHL 727


View Large View Medium
Click here for bigger photo!

Photo © Javier Rodriguez - Iberian Spotters
View Large View Medium
Click here for bigger photo!

Photo © Brian Wilkes




Eastern Air lines flt # 701, EWR-MCO Boeing 757
User currently offlineburnsie28 From United States of America, joined Aug 2004, 7546 posts, RR: 8
Reply 22, posted (2 years 4 months 2 weeks 5 days 12 hours ago) and read 2230 times:

You start putting too much of other brands on your plane you lose your own brand recognition.


"Some People Just Know How To Fly"- Best slogan ever, RIP NW 1926-2009
User currently offlineditzyboy From Australia, joined Feb 2008, 718 posts, RR: 1
Reply 23, posted (2 years 4 months 2 weeks 5 days 11 hours ago) and read 2158 times:

Royal Tongan Airlines, for a time, had their livery on the starboard side of an Air Pacific 735. I cannot find any photos in the database, however.


View Large View Medium
Click here for bigger photo!

Photo © Scott Tizzard



Top Of Page
Forum Index

This topic is archived and can not be replied to any more.

Printer friendly format

Similar topics:More similar topics...
Why Are There So Few Int'l Flights At BWI? posted Thu Jul 24 2003 22:01:36 by Nm19371
Whare Are There So Few NY-HNL Non Stops posted Wed May 29 2002 06:07:04 by Spinkid
Why Are There SO Many Airline Bankruptcy.... posted Tue Nov 30 1999 08:22:06 by Gundu
Why Are There CO 737's At Renton With No Winglets? posted Wed May 26 2010 14:59:58 by rgreenftm
Why Are There A340-200s In Iberia's Schedule? posted Sun Apr 22 2012 21:48:25 by FSDan
Why Were There So Many SYR-VCV Flights Today? posted Sat Oct 1 2011 00:13:32 by SyrAlex
Why Are There Aircraft Holding Rooms In Airports? posted Thu Oct 8 2009 14:19:50 by QatarA340
Why Are Airfares So High Now With Empty Planes posted Sun Jan 4 2009 09:24:12 by SuseJ772
Why Are FA So Underpaid? posted Thu Jun 26 2008 06:36:17 by B777A340Fan
Why Are There Windows Missing On 9W's New 77W? posted Sat Mar 24 2007 14:28:32 by Deaphen
Whare Are There So Few NY-HNL Non Stops posted Wed May 29 2002 06:07:04 by Spinkid
Why Are There SO Many Airline Bankruptcy.... posted Tue Nov 30 1999 08:22:06 by Gundu
Why Are There CO 737's At Renton With No Winglets? posted Wed May 26 2010 14:59:58 by rgreenftm
Why Are There A340-200s In Iberia's Schedule? posted Sun Apr 22 2012 21:48:25 by FSDan
Why Were There So Many SYR-VCV Flights Today? posted Sat Oct 1 2011 00:13:32 by SyrAlex
Why Are There Aircraft Holding Rooms In Airports? posted Thu Oct 8 2009 14:19:50 by QatarA340
Why Are Airfares So High Now With Empty Planes posted Sun Jan 4 2009 09:24:12 by SuseJ772
Why Are FA So Underpaid? posted Thu Jun 26 2008 06:36:17 by B777A340Fan