Buzz
For Vietnam Airlines, embracing the timeless traditional ao dai attire seems like an image ingrained to the point where many believe this iconic look will never undergo any transformation. Perhaps, at most, a touch of creativity could be added to the attire, but that remains a challenging endeavor.
Certainly, in this modern age, maintaining that image has its merits. The foremost being the global promotion of this distinctive attire. When people across the world see the ao dai, they immediately recognize it as the signature of Vietnam Airlines, adding a unique touch to the brand.
Modern yet in need of a breakthrough!
However, as Vietnam Airlines has chosen the ao dai as a constant, it implies that other airlines must think outside the traditional attire box. Essentially, even Air France undergoes continuous changes in their stewardess uniforms. This brings excitement to those who appreciate novelty and change.
The choice of stewardesses wearing bikinis or cool outfits might not be too unfamiliar. Pioneering this trend is Ryanair, the low-cost airline from Ireland (headquartered in Dublin, with its largest base at London Stansted Airport, UK. Ryanair is the largest low-cost carrier in Europe), with numerous bikini advertisements making headlines over the years.
Taking a closer look geographically, Nok Air of Thailand, a domestic budget airline, has also turned heads with unconventional advertising featuring stewardesses in bikinis.
In recent advertising campaigns, Nok Air has taken a different approach by featuring handsome young men with irresistibly stylish attire, adding an extra allure to their promotions.
Such advertising strategies were clearly introduced first in Vietnam by VietJet Air (VJA). When these ads surfaced, they sparked numerous debates both nationally and internationally. The images of flight attendants in bikinis flooded forums in China, Hong Kong, the United States, and VJA, the Vietnamese airline, became the most talked-about name.
Even this bikini-themed ad campaign did not escape scrutiny. In an instant, VJA released a clarification about leaked behind-the-scenes photos, which many interpreted as a message: 'Expect bikini-clad flight attendants when flying VietJet Air.' Whether a misunderstanding or some intentional move, only insiders know, but one thing is clear — this topic is truly hot.
While the combination of the airline's signature red and yellow colors inadvertently featured in the bikini photos may be somewhat off-putting, it added an element of controversy. Moreover, in other airline ad campaigns, whether the spokesperson is a flight attendant or not, flaunting tattoos is generally frowned upon.
Not to mention the careful selection of attractive representatives for ad campaigns. A beautiful model with few scandals is likely to generate a positive response from the public compared to a lingerie queen who has stirred up quite a storm in the media. It's akin to choosing sensationalism over building a brand through positive word of mouth.
The ultimate choice lies with the customers.
Creating attention is a pivotal step in any advertising campaign, especially when it comes to utilizing that attention skillfully to convey the core message. It's about ensuring that customers remember the brand strongly, rather than just creating a flashy, loud ad with no clear focal point.
Therefore, Vietjet's underlying narrative, to win over customers, must demonstrate innovation, particularly in service quality. It's worth remembering that VJA was previously fined for not controlling information, a factor that can adversely affect the brand.
The negative opinions this time around are more severe than previous ad campaigns and could be detrimental to the brand if not adjusted. Clearly, a bold idea always needs a specific plan, and sensible adjustments are crucial for success. If executed well, the message 'Chance to meet bikini-clad flight attendants when flying with VietJet Air' could indeed be quite enticing.
By Hoang Trung
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Reference: Mytour Travel Guide
Mytour - YourTravelGuide.comSeptember 22, 2014
