S7 Airlines — The new image of Siberia Airlines
The full program allowed information to be got across about the process of creating the new image of the airline, and to get the guests acquainted with the new image through decorations, specially made video clips, laser special effects and other elements that reflected our bright new style.
The guests were shown the new advertisement video clips, made in cooperation with the No One agency. From April 15, there will be a nationwide campaign aimed at promoting the values of S7 Airlines.
As part of the press briefing, Konstantin Koshman, S7 GROUP's director of marketing and regional development, said the following about the recent changes in the company: " The S7 Airlines brand was created to support the dynamic growth and development from a regional carrier to the biggest Russian airline. S7 Airlines wants to focus all attention on the passenger and how he or she feels, and turn an ordinary flight into an unforgettable journey.
The new bright colors are just one visible part of the rebranding program, which includes many other things. We have introduced internet sales technology, opened modern and comfortable business lounges in Moscow (Domodedovo) and Novosibirsk (Tolmachevo), and are continually modernizing our fleet by acquiring Boeing and Airbus aircraft.
Regular staff trainings mean that we be certain that in the nearest future all the sales offices will not only be decked out in the new bright style, but will also serve customers to the same high standards.
Peter Knapp, the Europe and Middle East Creative Director of the Landor international branding agency, who has great experience in creating airline brands, explained how the S7 Airlines trademark was created, and which values were used and why.
At the end of the official part of the evening, Simon Manchipp, the founder of the No One advertising agency, presented the new bright advertising campaign for S7 Airlines, which will begin its run on Russian television in mid-April.
The unofficial part of the event was carried out in accordance with the bright new image, and made an impression on even the most sophisticated guests — the extravagant European group Contraband made their first Russian appearance, as well as BlackSkyWhite avant-garde pantomime, who have performed at theater festivals across the globe and won several Golden Mask awards in Russia.
The unofficial part of the evening involved a display of the new uniform collection for Siberia Airlines staff, designed by Landor. This was decided on after a competition for the best design, which was contested by Landor, Ostengruppe (the designers of the Russian Olympic uniform for the 2008 games in Beijing) and the young Russian designer Sergei Sysoyev.
The music at the event was provided by DJ Pimenov's remixes of the "Agent Smith" project.