GlobalAdvertisingStrategies

Czech Airlines (CSA) is the leading Central European airline, headquartered in Prague, Czech Republic, connecting major destination points worldwide. The airline was formed in 1923 and is one of the most favorite choices for flights between Central and Eastern Europe and the rest of the world. With h3 presence on almost all continents, CSA has been steadily growing its operations with impressive location expansion, high passenger satisfaction ratings, and h3 financial performance. In 1970, CSA opened its transatlantic operations with flights to New York and Montreal, and in 2001 CSA became a proud member of the SkyTeamTM Alliance partnering with Delta and Air France airlines. Contributing to a growing and increasingly competitive Transatlantic market, CSA is emerging as a leading airline connecting major destination points in Europe and North America.

Situation in Focus:

May 1st European Accession by 8 Central and Eastern European (CEE) countries marked an important milestone for many CEE airlines. As a leader in this region, Czech Airlines has increased its popularity with many European and Transatlantic passengers alike. However, one of the major challenges still facing the airline is the increased competition from major European and US based carriers competing for the transatlantic market share. Recognizing its strength in US based multicultural markets within Central and Eastern European American (CEEA) population, CSA turned to Global Advertising Strategies, marketing and advertising leader within CEEA segment, to raise its awareness within additional ethnic communities.
Recognizing the growing interest towards Central and Eastern European destinations, CSA has also asked Global to devise a mainstream American passenger strategy to raise the awareness of the airline.

Objective:

• To re-introduce and strengthen the CSA brand within Central and Eastern European communities in the US 
• To shape the company’s image for the optimal level of recognition and reputation within ethnic communities through appropriate advertising campaigns and media placements in ethnic publications
• To increase CSA’s market share in transatlantic segment connecting major US cities, such as New York, Los Angeles, Chicago, and others, to additional Eastern European destinations in Romania, Bulgaria, and Armenia
  Position CSA as a quickly emerging airline catering to mainstream American traveler population with attractive Central and Eastern European destinations in mind, such as Prague, Budapest, Vienna, and others

Target audiences:

• Multicultural US population traveling to Central and Eastern Europe
• Business professionals within multicultural segments
  Business Travelers conducting business in Europe and other destinations worldwide
  Mainstream US population choosing Central and Eastern European destinations

Services Preformed:

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

Outcome:

• US flights to Bulgaria, Armenia, and Romania booked through CSA connections in Prague marked a significant increase in passenger traffic shortly after the launch of the multicultural advertising campaign
• Significantly raised the awareness of the airlines within the Romanian, Bulgarian, and Armenian communities
• Attracted mainstream US business traveler population with Central and Eastern European destinations in mind