cambrian
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Eurowhite- Poor Marketing?

Wed Sep 15, 2004 3:54 am

I live in London and work in Surrey not too far from LHR. Today I was driving and saw an Air Jamaica A340 coming into Heathrow. I was reflecting that, even just glancing out of my window I could clearly identify the Air Jamaica aircraft even though it was fairly high over Roehampton. I can't say the same about the many Eurowhite schemes to be seen over the skies of London.

I know that elaborate paint schemes have a cost associated with them, but I was thinking that if airlines had more distinctive liveries, they could really act as flying billboards as they approach and leave airports. I am not talking about special paint schemes such as Qantas Wunala etc, but if airlines had regualar corporate colours that were identifiable, that would surely be a good marketing strategy?

I am also thinking that the Caribbean is doing particularly well with Beewee and Air Jamaica standing out from the crowd.

And best of all, it would make life a lot more interesting for us spotters.
 
su184
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RE: Eurowhite- Poor Marketing?

Wed Sep 15, 2004 4:10 am

Totally agree, Eurowhite also shows how clean an airline is?? specially ....AF. But it seems it really is a money saver, airlines are still adopting it for their redesigns ( latest is Ethiopian I think ). Other full colours that you can't miss easily inlcude USAirways, Aer Lingus. Bring back the window cheat line pleasssse.
 
Lufthansa
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RE: Eurowhite- Poor Marketing?

Wed Sep 15, 2004 4:15 am

Well what about in the US? None of the majors have a Eurowhite.... perhaps that is because it is called a "eurowhite" and the whitetest of the lot of them, Delta, has a sort of "beige" white and it certainly doesn't cover the whole body.

It really wasn't poor marketing to begin with, when the first carriers, Like Air France, and Ansett. used it, it was clean, and modern looking. Breath taking really.... it was almost like it was inspired by the space shuttle or a rocket or something. Don't forget you have KLM, SAS and Virgin in Europe, all without white paint, yet it doesn't appear to be winning them any extra business. And that horrible thing Austrian has introduced doesn't appear to do much either.

To answer your question, I doubt it would make much difference. It doesn't appear to in the USA, and strickly speaking, it doesn't seem to in Asia. (long cheat lines etc on SIA, thai and cathay aren't strictly eurowhite)
 
ual747den
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RE: Eurowhite- Poor Marketing?

Wed Sep 15, 2004 4:22 am

I don't think that airlines use the euro white because it saves them money, I think that they just like the was it looks. It is supposed to give off a professional image. I totally disagree with that though. I think that it looks so much better to see a plane painted. Even if its a solid color it looks better than white. Like mentioned above with AF the euro white professional image works against its self. The dirty planes make the airline look trashy.
/// UNITED AIRLINES
 
ord
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RE: Eurowhite- Poor Marketing?

Wed Sep 15, 2004 4:32 am

"...the whitetest of the lot of them, Delta, has a sort of "beige" white..."

Delta has white paint just like all other carriers that use white. There is no beige at all.
 
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Starlionblue
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RE: Eurowhite- Poor Marketing?

Wed Sep 15, 2004 4:32 am

Don't forget you have KLM, SAS and Virgin in Europe, all without white paint, yet it doesn't appear to be winning them any extra business.

SAS may not be white but it's darned close. Eurogrey? Big grin

Trivia: Air Botnia (SAS subsidiary) planes have the same livery as SAS but white instead of grey.
"There are no stupid questions, but there are a lot of inquisitive idiots." - John Ringo
 
whitehatter
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RE: Eurowhite- Poor Marketing?

Wed Sep 15, 2004 4:38 am

Wake up people.

Airlines use the white scheme because 99% of the passengers couldn't give a toss about what colour the outside is. They only care about the inside and how much it cost to get them through the door.

Liveries don't sell tickets to the vast bulk of passengers or public. They are only ever effective at airports as that's the only place you are likely to see them from the ground. The average passenger is still totally disinterested in the livery; he or she just wants a comfortable ride at a decent price and in safety.

Do you really think that LH/AF/SN/SK would paint their aircraft white if it cost them revenue?
Lead me not into temptation, I can find my own way there...
 
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solnabo
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RE: Eurowhite- Poor Marketing?

Wed Sep 15, 2004 5:38 am

SAS is maybe euro-gray, but they still got a blue fin and red engines.....

CO looks really euro-white IMO  Big grin

Micke/SE
Airbus SAS - Love them both
 
FlyMeToTheMoon
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RE: Eurowhite- Poor Marketing?

Wed Sep 15, 2004 5:45 am

Unfortunately amazing liveries are a thing of the past and something to delect those of us at anet. In reality euro-white is simply less expensive and allows the lessor - as most aircraft are leased - to move aircraft to other clients with minimal expense. Furthermore, as air travel is becoming a commodity - just like bus service - the glamor associated with beautiful aircraft and well dressed crews are gone. People will fly an unpainted aircraft is the ticket price is $20 less. Ok, they do fly unpainted aircraft with AA and Mexicana  Smile) At any rate - Euro-white looks good for the most part - except when dirty at AF - is less expensive to put on and maintain but it certainly does not cut it for anet... Unfortunately, this is the trend and it is here to stay.
Fly me to the moon... but not through LHR!
 
PHLBOS
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RE: Eurowhite- Poor Marketing?

Wed Sep 15, 2004 5:47 am

Well what about in the US? None of the majors have a Eurowhite.... perhaps that is because it is called a "eurowhite" and the whitetest of the lot of them, Delta, has a sort of "beige" white and it certainly doesn't cover the whole body.

BOTH DL and CO have a Eurowhite scheme in their latest liveries; the main difference between the two are the titles and the tail color design.

The tricolor tail of DL's colors do 'spill out' into the fuselage somewhat, but the majority of the body is predominantly white.

When CO's livery first came out over a decade ago, I had to do a double-take because, at a quick glance, it looked like LH's livery.





[Edited 2004-09-14 22:51:24]
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Lufthansa
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RE: Eurowhite- Poor Marketing?

Wed Sep 15, 2004 1:03 pm

PHLBOS

Eurowhite, means ALL white. It doesn't mean bare metal bottoms(painting aircraft upper tops white was done since before the jet age, and the purpose of which was to reflect sunlight and keep the cabin cooler), or grey "splashback" style bellies (CO and LH style). The term Eurowhite was in response to the introduction of the scheme by Air France in 1974, with the livery first appearing on A300s, 707s, 747s, 727s and the supersonic concorde.


ORD.... go and have a good look at DL's white. Its not a "pure white". Same, interestingly enough, goes for BA. I was in CDG last year, and i saw what i thought was a very pale yellow 777 approaching. I was in terminal 2A, so i was surrounded by AF A340s and 747s. It was when the DL 777 stood next to the AF747s, you could see a definate warm hue in the DL paint. Look at this photo of this DL 767 and compare it with the white on the CO bird in the background.

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Photo © Suresh A. Atapattu



And again here next to this 747.

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Photo © Adel Caballin




And here with Air france in ATL

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Photo © Chris Starnes



As you can see, DL is not PURE white.... it, at the very least, could be described as "warm white", or, what is commonly known as beige.
 
LifelinerOne
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RE: Eurowhite- Poor Marketing?

Wed Sep 15, 2004 5:31 pm

Well,

I think marketing an airline wouldn't be any problems when the planes are wearing an eurowhite scheme. As mentioned earlier, it's the inflight service and price which makes people decide to fly the airline.

On the other hand, a striking corporate identity does help to make you known to the public. When visiting Schiphol and the occasional visit to the panorama terrace, I regularly hear people say (to e.g. their grandson): "Every plane that is blue is KLM" and we are looking at a blue plane with "Mearsk"-titles... Big grin

Despite the eurowhite livery, e.g. Air France does have a strong corporate identity. Who doesn't know the red, blue and white tail of the airline?

If you've got a good marketing agencey working for you, it shouldn't make any diffrence!

Cheers!
Only Those Who Sleep Don't Make Mistakes
 
AirOrange
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RE: Eurowhite- Poor Marketing?

Wed Sep 15, 2004 6:32 pm

A good and well balanced livery design does make a difference. Airlines like to distinct themselves from the competition. An aircraft is the visiting card of an airline and an airline is often the visiting card of a state or nation. An aircraft livery design, even a "Eurowhite"-livery, must appeal good/tastefull and effective. Aircraft must be painted always (some do polish). Flying an almost overall-white painted plane is not to be said as having an inexpensive or cheap looking livery. A design must be functional and dictated from out a marketing strategy. The corporate identity design of an airline must be reflected in the livery design.

Although the Air France livery is very white and simple, it asks attention for the tailfin design. We prefer the more "decorated" aircraft: simple and quiet looking with class/style like KLM, Qatar, Gulfair, SAS, Delta, VG Airlines (defunct) and LAN but also the smashing vibrant coloured liveries like Air Jamaica, Air Mauritius, Thai, Singapore Airlines. Even LCC's don't need to look cheap: a good sample is V-Bird although the easyJet and Southwest liveries are very effective too.

From the other hand passengers don't care about the colours soo much as long as the airline has a good reputation in matter of pricing, service, punctuality, well trained pilots and well maintained aircraft. However unconciousnessly people are touched by "flying" a good design and nice colours (exterior (livery), interior (cabin), crew clothing, logo etc.): it give them a good feeling.

Maybe the "Eurowhite"-livery trend will be over within 10-20 years, maybe not. Maybe the "window/cheat line"-liveries will return. We agree (sure) with LifeLinerOne that a good marketing or design agency can take very well care for a good design, even for a good and well balanced "Eurowhite"-livery design.

We have taken up already some signals that airlines with "Eurowhite"-liveries are concidering a change to more stylished/coloured fuselages.

Regards,
Air Orange and team Lila Design

Aircraft paint design?
http://www.liladesign.com
 
L410Turbolet
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RE: Eurowhite- Poor Marketing?

Wed Sep 15, 2004 6:39 pm

Maybe the "window/cheat line"-liveries will return.

Can someone perhaps post a picture? To be honest, I really no idea what to imagine under the term "window/cheat-line". Thanks!

L410
 
AirOrange
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RE: Eurowhite- Poor Marketing?

Wed Sep 15, 2004 6:39 pm

And here you will encounter a "Eurowhite"-livery in Canada which has been re-designed recently:

http://www.liladesign.com/Nolinor-Aviation.html
 
AirOrange
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RE: Eurowhite- Poor Marketing?

Wed Sep 15, 2004 6:47 pm

Window line:


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Photo © Jens Juengling



Cheat line:


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Photo © Chanan Epstein



 
nudelhirsch
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RE: Eurowhite- Poor Marketing?

Thu Sep 16, 2004 2:06 am

Well, as airplanes spend most of their life in the air, where not too many spectators are running around, why care?
Also, if you fly, you only see a little bit of the plane through the windows. You are already at the gate then, and it is too late to change the carreir.
Also, most time of your flight, I would guess you are inside the plane, not walking around it.
Passengers look at fares, service, connections, mileage programs, stuff like that, the livery is the least important thing, so why spend millions on painting? Only for getting nice comments on a.net? That would be bad marketing.
Most airlines still make money with hauling pax and freight around, not with pleasing a.net members.
Putana da Seatbeltz!
 
babybus
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RE: Eurowhite- Poor Marketing?

Thu Sep 16, 2004 6:59 am

Although we can safely say that the majority of pax don't consciously notice the colour or livery of the plane, there are still a significant number of people who do notice.

The livery of the aircraft is reflected in the uniforms and the stationery. Even subconsciously these images are forming an image of the product. You have to be very careful selecting colours, shapes and words as they all create reactions in the human mind.

Fast food outlets aren't all red coloured signs for nothing...they are red to make you hungry. When seeing red you don't choose to be hungry the colour makes you hungry. I wonder what eurowhite is doing to our brains?

Just thought I'd pop that in.
and with that..cabin crew, seats for landing please.
 
SafetyDude
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RE: Eurowhite- Poor Marketing?

Thu Sep 16, 2004 7:17 am

All passengers really care about is that their plane has the airline's name on it - but passengers usually do pick up on very nice schemes (such as VS and WN, in my experience).

-Will
"She Flew For What We Stand For"
 
miamix707
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RE: Eurowhite- Poor Marketing?

Thu Sep 16, 2004 1:59 pm

I don't think that airlines use the euro white because it saves them money, I think that they just like the was it looks. It is supposed to give off a professional image. I totally disagree with that though. I think that it looks so much better to see a plane painted

Exactly how I see it

Despite the eurowhite livery, e.g. Air France does have a strong corporate identity. Who doesn't know the red, blue and white tail of the airline?

if you live in Europe and frequently travel by air or are French sure. But to many ppl in the US and other places where AF doesnt visit, they couldnt tell exactly what it is if they saw the plane flying above. PANAM, Aer Lingus, Royal Jordanian, Air Jamaica, KLM etc most ppl anywhere in the world could recognize those airlines.

I wonder what eurowhite is doing to our brains?

To my brain it has the effect of putting it to sleep so much I say ah it's the Delta wavy gravy, then I go back sleep until something more visually stimulating shows up. As a photographer to only get a record shot and that's it. To people who are not really into planes they would think oh it's just a plane, instead of seeing PAN AM, or KLM or Virgin Atlantic.
 
LifelinerOne
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RE: Eurowhite- Poor Marketing?

Thu Sep 16, 2004 6:54 pm

As fares and service are important to the passengers, I still think a striking corporate identity does help in winning passengers. It's your own flying billboard. People will see the name of the airline and remember it when the livery is distinctive.

At Amsterdam we've got a lot of charter flights from lets say Turkey. Very often an all white A300 shows up at the gate. The plane could be well maintained and the crew very nice, but people are already frownsing their eyebrows while waiting for boarding. They'll start asking like "which airline is this, is this an old plane, why isn't their any name on the plane, are they reliable?" I hear this questions very often.

An corporate identity makes who you are and you bring the colors of this identity back in far more things than the planes livery; uniforms, interior colors, mugs, letterheads, commercials etc etc... Let's see peoples reaction when booking an flight with Air France and on their tickets they see the red, blue and white, as well as the staff uniforms, the check inn counters in the same colors, but the plane is all black or purple... People would think they are not flying with Air France anymore, despite the plane is maybe wearing titles.

So, just like clothes makes the men, livery can make an airline!

Cheers!
Only Those Who Sleep Don't Make Mistakes
 
777ER
Crew
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RE: Eurowhite- Poor Marketing?

Thu Sep 16, 2004 7:12 pm

If a Eurowhite scheme is keeped nice and clean then the paint work provides some really good reflections, like the AA paint scheme does.
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NoUFO
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RE: Eurowhite- Poor Marketing?

Thu Sep 16, 2004 8:52 pm

It's all a matter of associations. Hawaii or Jamaica stand for flowers, rum, music, women, holidays rather than for efficiency, globalized business ... whatever. That may be a platitude, right, but don't we all project different things on different countries?

Aircraft liveries are vehicles to transport images and to provide an overall impression at the first glance that is consistent to the maintained branding of the company and often takes associations, linked to the nation it represents, into account.

Over the recent years, European airlines where more concerned of the inner consistency, the "look and feel", of their brand. They wanted their passengers to think that what they see at the airport or in a commercial fits to the overall image of a safe, efficient and reliable airline. Distinctivity was a criterion of lesser importance, since only enthusiasts compare the beauty of airplane liveries.

For a designer, white is no color at all. Same goes for black and neutral grey. Since white is no color (it's the result of brightening any color to the maximum extend) it has no so called complementary color and does not interfere with other colors used for the logo. Not only do we associate colors with moods (blue: coolness, business; red: warmth, love or aggressivity), the usage of differnt colors next to each others cause interferences that have a calming effect - or can make you nervous.
White helps to maintain an image of a reliable, efficient company that communicates well with its employees, partners, shareholders and clients.

To answer the question: It's not poor marketing.  Smile

[Edited 2004-09-16 13:56:53]
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BA380
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RE: Eurowhite- Poor Marketing?

Thu Sep 16, 2004 10:21 pm

Passengers do seem to care at least to some extent - remember the furore over the ethnic tail fins / world images BA had in the late nineties?
Admittedly, I am not dure it cost them any sales, but a lot of people (not me - I loved them) hated the images.

I abolutely love Bwee and Air Jamaica's liveries. I flew the AJ 340 Spirit of New York from LHR to MBJ and it was the most amazing site - livened up the apron at LHR T3!
cabin crew: doors to automatic and cross-check...
 
miamix707
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RE: Eurowhite- Poor Marketing?

Fri Sep 17, 2004 9:35 am

As bright as the BWIA A340 looks to aviation entusiasts, somehow I dont feel it's a readily recognized brand. It's hard to tell that logo is a steel drum. I thought the older logo had better brand recogniztion. The new attempt is too cartoonish.

Can't complain as an aviation enthusiast though, a green/yellow aircraft is quite a unique sight  Smile
 
Trolley Dolley
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RE: Eurowhite- Poor Marketing?

Fri Sep 17, 2004 10:33 am

Hmm, I beg to differ on the cost assertions. NW went to simple design to save on painting costs. A block colour scheme- be it white, beige, grey- saves a lot of time in the paint hanger with less masking to do and a quicker return to service where the plane can earn money.
 
AsstChiefMark
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RE: Eurowhite- Poor Marketing?

Fri Sep 17, 2004 10:37 am

My dad would bring the family to MSP every few weeks to do some simple planespotting. This occurred from 1968 to 1972; I was between 8 and 12 years old. My greatest memories include spotting the many different colors of Braniff aircraft and hearing passengers saying things like, "Oh look! We get an orange one this time!"

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To this day I get a kick out of colorful paint schemes.

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Photo © Brian Wilkes
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Photo © Frank Schaefer

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