SalamAir is Oman’s first low cost carrier, originally launched through Asaas’s mandate to enrich the lives of the Omani people.
From6 were selected, along with some of the region’s top branding Agencies, by the Muscat National Development and Investment Company (Asaas) initially to develop the brand identity and roll out for Oman’s first low cost carrier, SalamAir. This included all brand deliverables from creating the aircraft livery design to the development of the airline’s website – within a 13-week timeframe. From6 worked with SalamAir to then bring the much anticipated airline to market with a communication strategy that launched the initial routes being Salalah to Muscat, Saudi Arabia, DWC Dubai and Pakistan.
When creating the brand, From6 ran a series of brand strategy workshops with the client’s senior team to gather their aspirations, desires and objectives for the SalamAir brand. From6 spoke to a number of Omani residents to gather their thoughts on travel, airline experiences, what SalamAir means to them and what makes Oman truly unique.
Combining our interview findings with industry research, we developed a compelling brand strategy for SalamAir. The brand strategy harmonized the identity and emotional appeal of Oman with the modern benefits of a low cost airline.
We created four identity routes, which were tested with Omani and non-Omani focus groups, resulting in a clear preference which was then applied across all key internal and external brand touch points, including the aircraft and fleet livery.
The brand launch campaign was introduced into the local Omani market, with key consumer insights being the inspiration and foundation for the campaign’s single minded messaging. Local potential and existing consumers wanted a “choice” of airline and also “access to more cost effective airline travel”. The campaign was simply “Experience choice. Experience more”.
SCOPE OF WORK
- In Depth Research
- Brand Strategy
- Brand Identity Development
- Brand Refinement & Rollout
- Website design and development
- Brand launch creative campaign
- Tactical/destination creative campaign