AeroSvit Ukrainian Airlines is the only airline providing non-stop service between Ukraine and North America. Established in 1994, AeroSvit quickly became the national leader, connecting Ukraine with the neighboring CIS countries, Europe, the Middle East, and Asia.

Situation in Focus:

In the last decade there was a tough battle over direct route between North America and Ukraine. Aerosvit never participated in this competition until the overall airline crisis in the US put a halt on this route. Aerosvit decided not to wait for better times, but use this opportunity to conquer the promising market niche. The company contacted Global to conduct the feasibility analysis of the venture and to propose a market-winning strategy. Given Global’s assessment, Aerosvit successfully launched non-stop flights from New York to Kiev in April 2003, and Global became the agency of record for Aerosvit in North America.

Objective:

  • To introduce Aerosvit brand to American mainstream and niche markets in connection with the exclusive direct service
  • To shape the company’s image for the optimal level of recognition and reputation
  • To prepare the market for upcoming launch of service between Canada and Ukraine
  • To establish a ticket sales network
  • To aid in execution of partnership agreements

Target audience:

  • General North American population traveling to Ukraine
  • Industry professionals
  • Russian-speaking population of the US and Canada
  • Ukrainian-speaking population of the US and Canada
  • the Jewish community of US and Canada

Services Preformed:

  • Market analysis
  • Marketing strategy development
  • In-language creative solutions
  • Media planning and buying
  • PR and trade media relations
  • Consulting on market segmentation and expansion

Outcome:

  • New York-Kiev flights booked to full capacity within 2 month from the launch, necessitating the addition of extra flights in the Summer and Fall 2003.
  • Successful launch of direct flight Toronto-Kiev in June 2003.
  • Partnership agreement with Delta Airlines executed to provide US domestic connection to New York.
  • Expansion to Bulgarian and Indian markets in North America planned for Fall 2003
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