Fly the Branded Skies

Flyby Wire:  June 2nd, 2013

Welcome to the third issue of The Work This Week, a weekly roundup of new advertising, identity, and brand experience work from around the airline industry. This week, Air Canada rouge goes for the Justin Timberlake look, Avianca goes for the American look, and Turkish Airlines looks the same but smells even better.


  • Droga5’s first major TV campaign for Qantas will reportedly break “in the near future.” Droga picked up the account almost exactly a year ago. The campaign, for Qantas’ Frequent Flyer program, reportedly stars the Mars Curiosity rover, so consider our curiosity piqued. Source: B&T



  • Air Canada’s new discount airline-within-an-airline, rouge, unveiled uniforms for flight attendants Monday. The new uniforms feature burgundy sweaters, grey pants, and pinstripe trilby hats in easy-to-care-for fabrics because rouge flight attendants won’t be paid enough to afford dry cleaning. Reaction has been mixed: “It’s like Glee in the sky!” according to one columnist. The first group of flight attendants will be trained in customer service at the Disney Institute in Orlando. Rouge launches on Canada Day, July 1. Designer: VF Imageworks.
  • The new Qantas lounge at Changi in Singapore “incorporates local design influences in a comfortable, sophisticated environment.” The new lounge combines all levels of service in one space for the first time. Source: NOTCOT
  • Remember that special Finnair livery from last week? Yeah… never mind.


  • Air New Zealand faces controversy after rejecting Claire Nathan, an applicant for a flight attendant job, because of her traditional Maori tattoo. The airline requires all tattoos to be covered while on duty. Air NZ’s competitor, Jetstar, wasted no time inviting Nathan to apply for a job with them, promising options “to allow for specific cultural traditions.”


  • Turkish Airlines has introduced a new corporate fragrance. Named TK 1933 after the airline’s IATA code and the year of its founding (and not after the airline’s flight to Brussels) the fragrance will soon suffuse the air of Turkish Airlines planes, lounges, and corporate offices with “relaxation and happiness.” Perfumer: MG Gülçiçek


  • In other Air Canada news, the airline has put its advertising account up for review after more than twenty years with Marketel. The pitch covers creative, digital, and media and was spurred by new procurement rules requiring more frequent reviews. Source: Marketing


If you have any tips, e-mail me or tweet them at @brandedskies. See you next week!