Today Aeroflot–Russian Airlines announced the airline company’s new slogan that reflects best the essence of the company’s new brand. New slogan now is “Sincerely Yours. Aeroflot”.
Choosing it we were working together with FCB Media Arts Agency during the year. For the purpose of testing this April we conducted an open contest “Aeroflot Best Slogan” on the airline company’s official site www.aeroflot.ru. 915 persons from 46 Russian cities, CIS countries and foreign countries who represented 77 companies, people of different ages and jobs, participated in the contest. Georgy Petrovich Pankov from Moscow has won the contest and was awarded a trip for two to six-star super hotel Arabian Tower in United Arab Emirates. Four participants got free tickets to travel on any airline company’s route. All the contest participants got bonuses according to encouragement program for frequently traveling passengers “Aeroflot Bonus”.
New slogan contest was another stage in large-scale program of Aeroflot rebranding; within it the company’s brand new values were developed that formed the basis for advertising strategy; there were changed corporate colors (now they are blue, orange, silver); color of planes and ground equipment, uniform for flight and ground personnel. Within rebranding action there was done much for crew training according to new service technologies which standards were already introduced on some Aeroflot routes.
According to Aeroflot-Russian Airlines Commercial Director Yevgeny Bachurin, the new slogan reflects properly the brand conception – care about passengers. This idea has been gradually actualized from 2003 advertising campaign slogan “Because from the heart” to new slogan “Sincerely Yours. Aeroflot”. “This new slogan additional advantage is the point it can be properly translated into any language of the world; its meaning is quite clear to everybody. Besides, no airline company of the world uses such a slogan. It’s very important for Aeroflot since it’s an international airline company,” Mr. Bachurin stressed.
Aeroflot–Russian Airlines (RTS: AFLT) is the largest Russian Company. The state owns 51 per cent of its stocks. It was established in 1923. It controls 11 per cent of home and 39 per cent of international market of air carriages of Russia. According to RAP net income amounted to 3 978 million rubles in 2003. In 2003 Aeroflot transported 5.9 million passengers. There are 92 airliners in its fleet. Its headquarter is located in Moscow in Sheremetyevo Airport. It is going to build its own terminal Sheremetyevo–3 by 2007. Apply for detailed information about the airline company on its web–sites www.aeroflot.ru, www.aeroflotbonus.ru.