Fly the Branded Skies


Etihad reveals new cabin crew uniforms

New Etihad flight attendant's uniformWondering if she overpacked, a flight attendant waits in the desert to be picked up by the crew van. (Photo: Norman Jean Roy/Etihad)

To celebrate the arrival of its new A380 and 787 airplanes, Etihad is introducing a new uniform for its cabin crew, including its new in-flight butlers. The chocolate-brown and deep-purple uniforms were created by Italian designer Ettore Bilotta and are featured in a series of images by fashion photographer Norman Jean Roy.

easyJet’s new livery is practically restrained

Images emerged over the weekend of an easyJet A320 in what looks like a new livery. Gone are the billboard titles and URL (or telephone number) that have been easyJet’s trademark since the beginning. It’s still not clear if this new look is official or if it’s just a short-term paint job on a leased airplane. There has been no official announcement from the airline.

Alaska rules out rebrand

For months now, the industry has been expecting a major rebrand from Alaska Airlines. Well, it’s not happening. The company has decided instead to focus on the loyalty of its current customers, according to Runway Girl Network. With the exception of a minor redrawing of the logo, the carrier’s look and livery will stay largely the same, although CEO Brad Tilden is promising “a continued advertising push.”

ANA releases app to take the stress out of flying

All Nippon Airways has released a new app called “Takeoff Mode,” developed by Firstborn, to take the anxiety out of takeoff for nervous flyers (like me.) The app distracts passengers with a simple puzzle game during taxi and takeoff roll. Then, once the airplane is airborne, it automatically lets the passenger know it’s safe to release their death grip on the armrest. Fun idea. Here’s footage of it in action.

Delta rebrands five classes of service

Delta Air Lines has announced a revamp of the “Delta experience” today with five different classes of service and new names to match. See if you can follow along.

The long-haul international and transcontinental premium class, which has been known as BusinessElite since Delta eliminated First Class in 1998, will now be known, in disappointingly generic fashion, as Delta One. On domestic and short-haul international routes, the premium cabin will be called First Class (it was previously sometimes called Business Class, sometimes First Class, apparently depending on the airplane.) Economy Comfort is now Delta Comfort+. Economy is now Main Cabin, just like American. The new class is Basic Economy, in which you’ll sit in the Main Cabin but get a cheaper fares in exchange for giving up the ability to change your ticket, choose your seat, or upgrade.

So from front to back, that’s Delta One, First Class, Delta Comfort+, Main Cabin, and Basic Economy. That’s a confusing mishmash of names, none of which seems to be related to any of the others. Maybe this video will help sort it all out?

Santa flies coach for Expedia

As a copywriter, my holy grail is an idea so simple it can be expressed in a few words and you will instantly not only get it, but feel it. “Santa flies coach” is just such an idea. This is a lovely video for Expedia to advertise the fact that you can now donate your Expedia+ rewards points to St. Jude Children’s Research Hospital. It’s a brilliant idea, beautifully executed by 180LA. Source: Adweek.

Canadian airlines get in the holiday spirit

Two Canadian airlines have launched holiday videos in the past week. WestJet followed up last year’s remarkably successful Christmas Miracle with a similar program in a new locale: an underprivileged destination in the Dominican Republic. (Agency: Mosaic)

Meanwhile, Air Canada surprised Canadian ex-pats in London with a free flight home for the holidays. (Agency: JWT Toronto)

New uniforms for American Airlines

American Airlines has revealed its new uniform design to employees in an internal memo, reports. The new uniforms, designed by KAUFMANFRANCO, are mainly grey and replace American’s navy-blue uniforms, which have barely changed in more than 20 years.

Update, 10 December 2014: Jaunted has better pictures of the new uniforms. KAUFMANFRANCO did a very nice job.

By a remarkable coincidence, two U.S. airlines launched new brand identities this week. Southwest revealed its new look at a lavish ceremony on Monday. Frontier unveiled its new look at a somewhat less fancy event earlier today. And the week is young — who knows what excitement is yet to come!

In their own ways, both Southwest and Frontier are returning to their roots. That makes sense for one airline; it’s a perplexing choice for the other. The difference says a lot about what it means to be a “low-cost carrier” today.

  Read more

“Champagne, sir?” asks the flight attendant.

“Oh, no, I couldn’t possibly,” I answer graciously as I recline in my first-class seat, nonstop from New York to Nice. My seat companion, a famous movie star, wants to hear my story about that shoot I went on that one time, but I’ve already delighted her with it seven times and now I grow weary. I settle in for a few hours of blissful slumber.

Yes, fine, you’re right, this flight is only happening in my imagination. For the fourth year in a row, Branded Skies reports on Cannes from nearly 4,000 miles away.

But what a year it has been for airline brands. For the first time since 2009, work for an airline won a Grand Prix. Of course, it won in the least likely category. But that’s Cannes, where a billboard with no response mechanism at all can be crowned the best direct response work of the year.

It doesn’t have to make sense.

  Read more


Fly the Branded Skies celebrates the past of airline branding and contemplates the future, from the perspective of Cameron Fleming, an advertising copywriter in New York. See how it all started ยป

Follow @brandedskies for updates. The opinions expressed here are my own and do not reflect those of my agency or its clients.

New Wings

FedEx Express WingsFedEx Express (Aug. 10)
FedEx Express WingsFedEx Express (Aug. 10)
ALAK WingsALAK (Aug. 10)
Miami Air International WingsMiami Air International (Aug. 10)
Air ALM Wings (smaller stars)Air ALM (Aug. 10)
Finnair Jr. Pilot WingsFinnair (Aug. 10)
International Air Bahama Junior Pilot WingsInternational Air Bahama (Aug. 10)
Martinair Pilot WingsMartinair (Aug. 10)
Air New Zealand WingsAir New Zealand (Aug. 10)
Pilgrim Air Service WingsPilgrim Air Service (Aug. 10)