debonair
Topic Author
Posts: 3538
Joined: Sat Jan 03, 2004 10:50 pm

Reason for the LEVEL brand in VIE?

Mon Dec 24, 2018 1:13 pm

Hi to you all,

looking for some answers, but didn't come up with any results...

IAG announced back in the days the launch of a low-cost Long-Haul carrier, named LEVEL.

Now, after the demise of Niki/Airberlin, LEVEL entered the European Short-Haul market in VIE via its subsidiary Anisec GmbH.

Why was the brand LEVEL chosen over Vueling or IberiaExpress, the 2 other low-cost Short-Haul carriers of the IAG group?

If you do a booking on LEVEL ex VIE, you will be re-directed to Vueling. Vueling is also doing the customer service etc.! Actually, LEVEL IS Vueling - but why not the brand?!

From their web-page:
For the moment, we’re taking you to our partners at Vueling to book flights to and from Vienna. ...this time our colleagues at Vueling will be managing this service.
 
Galwayman
Posts: 736
Joined: Fri Mar 10, 2017 10:20 am

Re: Reason for the LEVEL brand in VIE?

Mon Dec 24, 2018 1:29 pm

Imho , LEVEL is a very sophisticated outcome of a significant organisational development process - it has unmatched speedy and flexibility , a deliberate subtle almost bland brand , a non national identity - all the problems of the heritage airlines are avoided , local branding , high cost wage contracts with limited flexibility ...therefore it is probably IAGs favourite child , a next generation airline where new things can be tried quickly with little resistance .... so all other things being equal , LEVEL might be the best brand for new markets and opportunistic interventions
 
chonetsao
Posts: 303
Joined: Sun Nov 06, 2005 3:55 pm

Re: Reason for the LEVEL brand in VIE?

Mon Dec 24, 2018 3:04 pm

Yeah VIE in Austria will see WIZZ LEVEL VUELING all the time.
 
DUSZRH
Posts: 154
Joined: Thu Jan 05, 2017 12:17 am

Re: Reason for the LEVEL brand in VIE?

Mon Dec 24, 2018 3:24 pm

If I recall the setup process of the Austrian subsidiary, they first started as a subsidiary of Vueling. However IAG couldn’t reach an agreement with the workforce of using that brand for a different AOC. As such they moved the company to a direct subsidiary of IAG and started with the Level brand instead.
 
DUSZRH
Posts: 154
Joined: Thu Jan 05, 2017 12:17 am

Re: Reason for the LEVEL brand in VIE?

Mon Dec 24, 2018 3:25 pm

BTW they will move part of the AMS base to Anisec/Level, too.
 
awwdabaaby
Posts: 25
Joined: Mon Dec 03, 2012 10:21 pm

Re: Reason for the LEVEL brand in VIE?

Mon Dec 24, 2018 4:01 pm

If I remember, Level was chosen over Vueling as the pronunciation of Vueling in the German market was an issue, where Level is easier to pronounce
Last edited by awwdabaaby on Mon Dec 24, 2018 4:06 pm, edited 2 times in total.
 
awwdabaaby
Posts: 25
Joined: Mon Dec 03, 2012 10:21 pm

Re: Reason for the LEVEL brand in VIE?

Mon Dec 24, 2018 4:01 pm

If I remember, Level was chosen over Vueling as the pronunciation of Vueling in the German market was an issue, where Level is easier to pronounce
 
awwdabaaby
Posts: 25
Joined: Mon Dec 03, 2012 10:21 pm

Re: Reason for the LEVEL brand in VIE?

Mon Dec 24, 2018 4:02 pm

If I remember, Level was chosen over Vueling as the pronunciation of Vueling in the German market was an issue, where Level is easier to pronounce
 
Icaro
Posts: 225
Joined: Fri Nov 19, 2004 3:00 am

Re: Reason for the LEVEL brand in VIE?

Mon Dec 24, 2018 4:05 pm

It was to be operated by Vueling, but they didn't reach an agreement with the pilots, as these wanted not a base but layovers instead.
Vueling created Anisec with own crew based in VIE. That means lower costs.
They are bringing this to AMS. Vueling crew will no longer sleep in AMS. Anisec AMS based crew will do the job.
 
a350lover
Posts: 725
Joined: Sun Dec 24, 2017 11:21 am

Re: Reason for the LEVEL brand in VIE?

Mon Dec 24, 2018 4:18 pm

DUSZRH wrote:
BTW they will move part of the AMS base to Anisec/Level, too.


What part do you mean? Vy flights out of AMS to be transferred to LEVEL?
 
redcap1962
Posts: 196
Joined: Fri Jun 04, 2010 9:26 am

Re: Reason for the LEVEL brand in VIE?

Mon Dec 24, 2018 4:26 pm

chonetsao wrote:
Yeah VIE in Austria will see WIZZ LEVEL VUELING all the time.


...not to forget LAUDAMOTION!
This is your pilot speaking. Welcome to flight one from here to there. We'll be flying at a height of ten feet, going up to twelve and a half feet if we see anything big. My copilot today is a flask of coffee.

Eddie Izzard
 
Blerg
Posts: 2362
Joined: Tue Jan 09, 2018 11:42 am

Re: Reason for the LEVEL brand in VIE?

Mon Dec 24, 2018 6:17 pm

Not to digress but does anyone know how they are doing in Vienna? Can't be easy with all that competition out there.
 
User avatar
aemoreira1981
Posts: 2885
Joined: Mon Jan 09, 2017 12:17 am

Re: Reason for the LEVEL brand in VIE?

Mon Dec 24, 2018 6:52 pm

Had IAG successfully bid for Niki, that airline would have been renamed Vueling Austria. Instead, Niki Lauda was the winning bidder (and he subsequently flipped it to Ryanair), although Niki (airline)'s lessors sold the fleet to Lufthansa, along with most of the fleet that LH ended up getting for its subsidiaries (the successor Laudamotion will soon be returning those planes to Lufthansa). As such, Anisec Luftfahrt was established instead as a brand new airline, with four of the stored Air Berlin A321s leased to begin the airline, using the LEVEL brand in Austria as a brand-new brand there for short-haul. I also suspect that Anisec Luftfahrt has a different cost structure from Vueling as well.

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