redflyer
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SQ Marketing: Does 1st With A380 Matter Anymore?

Mon Oct 09, 2006 6:25 am

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 in the sky inside my Piper Cherokee 180.
 
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Stitch
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RE: SQ Marketing: Does 1st With A380 Matter Anymore?

Mon Oct 09, 2006 6:29 am

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...
 
deaphen
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RE: SQ Marketing: Does 1st With A380 Matter Anymore?

Mon Oct 09, 2006 6:30 am

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
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steph001
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RE: SQ Marketing: Does 1st With A380 Matter Anymore?

Mon Oct 09, 2006 6:33 am

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.
 
redflyer
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RE: SQ Marketing: Does 1st With A380 Matter Anymore?

Mon Oct 09, 2006 11:40 am

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 in the sky inside my Piper Cherokee 180.
 
aviasian
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RE: SQ Marketing: Does 1st With A380 Matter Anymore?

Mon Oct 09, 2006 11:48 am

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
 
zvezda
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RE: SQ Marketing: Does 1st With A380 Matter Anymor

Mon Oct 09, 2006 2:32 pm

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 
 
727200er
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RE: SQ Marketing: Does 1st With A380 Matter Anymore?

Mon Oct 09, 2006 2:54 pm

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
 
bill142
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RE: SQ Marketing: Does 1st With A380 Matter Anymore?

Mon Oct 09, 2006 3:48 pm

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.
 
Joni
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RE: SQ Marketing: Does 1st With A380 Matter Anymore?

Mon Oct 09, 2006 3:53 pm

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.
 
zvezda
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RE: SQ Marketing: Does 1st With A380 Matter Anymore?

Mon Oct 09, 2006 10:24 pm

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.
 
JAL
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RE: SQ Marketing: Does 1st With A380 Matter Anymore?

Mon Oct 09, 2006 10:58 pm

I don't think it matters who fly it first as long as someone fly it!
Work Hard But Play Harder
 
Boeing Nut
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RE: SQ Marketing: Does 1st With A380 Matter Anymore?

Mon Oct 09, 2006 11:40 pm

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

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

 duck 
I'm not a real aeronautical engineer, I just play one on Airliners.net.
 
Joni
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RE: SQ Marketing: Does 1st With A380 Matter Anymore?

Mon Oct 09, 2006 11:51 pm

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.
 
zvezda
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RE: SQ Marketing: Does 1st With A380 Matter Anymore?

Mon Oct 09, 2006 11:58 pm

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?
 
OldAeroGuy
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RE: SQ Marketing: Does 1st With A380 Matter Anymore?

Tue Oct 10, 2006 12:26 am

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
 
georgiaame
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RE: SQ Marketing: Does 1st With A380 Matter Anymor

Tue Oct 10, 2006 4:16 am

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
 
Rbgso
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RE: SQ Marketing: Does 1st With A380 Matter Anymore?

Tue Oct 10, 2006 4:38 am

I still wonder what they will do with only one frame in 2007.
 
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Stitch
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RE: SQ Marketing: Does 1st With A380 Matter Anymore?

Tue Oct 10, 2006 4:40 am

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.
 
hb88
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RE: SQ Marketing: Does 1st With A380 Matter Anymore?

Tue Oct 10, 2006 4:44 am

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.
 
zvezda
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RE: SQ Marketing: Does 1st With A380 Matter Anymore?

Tue Oct 10, 2006 4:47 am

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.
 
Indio66
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RE: SQ Marketing: Does 1st With A380 Matter Anymore?

Tue Oct 10, 2006 4:50 am

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
 
hb88
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RE: SQ Marketing: Does 1st With A380 Matter Anymor

Tue Oct 10, 2006 4:53 am

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.
 
futurecaptain
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RE: SQ Marketing: Does 1st With A380 Matter Anymore?

Tue Oct 10, 2006 5:01 am

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 
AirSO. ASpaceO. ASOnline. ASO.com ASO. ASO. ASO. ASO. ASO.
 
c172onfloats
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RE: SQ Marketing: Does 1st With A380 Matter Anymore?

Tue Oct 10, 2006 6:51 am

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!
 
Ken777
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RE: SQ Marketing: Does 1st With A380 Matter Anymore?

Tue Oct 10, 2006 7:21 am

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 how adaptable their 380s are to change. If they decide to add more seats will the current (or soon to be) wiring be able to adapt to increased seats, or is SQ stuck with the delivery configuration?

Regardless of the future needs, SQ (and the other waiting airlines) will eventually be able to realize the reality of the 380 and I believe SQ will enjoy their time in the sun.
 
zvezda
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RE: SQ Marketing: Does 1st With A380 Matter Anymore?

Tue Oct 10, 2006 7:31 am

Quoting Ken777 (Reply 25):
If they decide to add more seats will the current (or soon to be) wiring be able to adapt to increased seats, or is SQ stuck with the delivery configuration?

All the wiring on an airliner normally gets replaced about once every six years.
 
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Stitch
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RE: SQ Marketing: Does 1st With A380 Matter Anymore?

Tue Oct 10, 2006 7:33 am

Quoting Zvezda (Reply 26):
All the wiring on an airliner normally gets replaced about once every six years.

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, but it's another to do it in such a way that allows in-service/in-the-field repair as well as removal and re-installation during scheduled heavy maintenance services.
 
zvezda
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RE: SQ Marketing: Does 1st With A380 Matter Anymore?

Tue Oct 10, 2006 7:42 am

Quoting Stitch (Reply 27):
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, but it's another to do it in such a way that allows in-service/in-the-field repair as well as removal and re-installation during scheduled heavy maintenance services.

No, everything gets stripped out during heavy maintenance. This is not complicating the WhaleJet wiring problem. As reported, the real problem seems to be incompatibilities between CATIA v4 (used in Finkenwerder) and v5 (used in Toulouse).

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