Transavia places hospitality at the heart of its new brand
Low-cost airline, Transavia, is looking to grow in size and become Europe’s leading airline in hospitality.
It has rebranded with the help of two Dutch agencies, Mirabeau and Studio Dumbar.
The new strategy has identified the hospitality of Transavia’s crew as one of its competitive advantages, the new brand will take this a step further by managing and communicating this key strength more effectively. The airline’s new tagline, ‘It’s a pleasure’, is intended to express hospitality and service in a manner that appeals to both leisure and business audiences.
Research found that 70% of Transavia’s brand interaction occurs online, this became a crucial part of the rebranding process. The new positioning and visual identity were conceived of a new e-commerce platform that will go live in the summer.
The new design keeps elements of the original colours and logo but they are modified to fit in with the new branding. The design was tested in five European countries to ensure that it would resonate with Transavia’s expanding pool of stakeholders.
The new brand also uses icons; a reliable way of communicating across multiple languages and cultures. The new icons are applied to the underbelly of Transavia’ planes with a different combination of icons for each plane in the fleet.
Transavia is part of the Air France-KLM group and operates from six home bases in The Netherlands and France. Transavia’s growth plans include expanding the number of cities it serves in Europe.
