Low cost carriers often eschew global distribution systems – to save money you buy tickets from them in person or online. And in some parts of world many tickets are indeed still purchased in person. Brand identity matters — if you’re going to get consumers to buy from you, they need to know who you are.
And certainly the Thai domestic market is crowded. In addition to national flag carrier Thai Airways, there’s competition between Thai AirAsia, Bangkok Airways (not to be confused with a low cost carrier), and Nok Air.
So NokAir is running a promotion with Maxim models dressed as flight attendants posing with their planes.
I’m not sure why this is supposed to make people want to fly Nok Air. Hooters Air didn’t survive, and the Hooters Girls were actually on the plane. Here the models are just in a calendar.
But sex is a time-honored marketing approach, and perhaps most strategically the calendar has sparked controversy. Which means people are talking about it. The media covers it. Even I’m writing about it. So it’s probably good marketing, after all!
The Thai Ministry of Culture has complained about the campaign, because marketing with sex they say reminds of Thailand’s reputation as a sex culture and destination for prostitution.
But their ‘formal protest’ carries little weight, because no laws have apparently been broken.
Oddly enough, Thai Airways owns 49% of Nok Air, and the government owns 51% of Thai. Perhaps a complaint from the Ministry of Finance would be taken more seriously.
Some of the photos from the calendar are available on Nok Air’s Facebook page.
Are you inclined now to fly Nok Air?
(HT: sobore on Milpoint)