A bit of brag time...

Here is a link to the International Herald Tribune about Oasis Airlines of Hong Kong, China... In a nutshell, Oasis Airlines which tried to pioneer long-haul low-cost flying aboard Boeing 747-400 between Hong Kong and London in Europe and Vancouver, Canada went bankrupt last April... Below is an exerpt from my former journal where I tried all my best to understand analyze and discuss their marketing strategy. Fasten your seat-belt, it's gonna be hairy...

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November 7th, 2006

Oasis Hong Kong Airlines : "The" statégie marketing

Non mais, là je crois rêver....du grand n'importe quoi. D'où ils sortent? D'où ils viennent ? De Pluton ? Ca fait peur... Je crois qu'il va falloir sérieusement revoir la stratégie marketing.

• "The" logo

"Every element of the Oasis Hong Kong Airlines identity has been crafted to convey our simple, powerful message: affordable, global mobility, provided by an airline whose home is one of the world's most dynamic cities. Our logo is a wordmark that neatly links “Oasis” with “Hong Kong” to communicate our name, the type of brand experience we offer and our home. "

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"The typeface, a modified version of Mondial, encapsulates the fundamental brand proposition: safety and comfort with unprecedented value. The stylized i of OASiS represents the essence of both our company and Hong Kong: international, innovative and inspired. "

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"Our primary colours are red and white, the colours of the Hong Kong flag. "HONG KONG" is in medium grey, a colour that conveys our commitment to reliability and the professionalism of our experienced staff. "

• "The" Color Scheme

"The bright tail fins of the Oasis Hong Kong Airlines aircraft feature our brand signature: bold streaks of light in red, orange and white. They are an instantly recognizable reference to ever-dynamic, diverse Hong Kong. They also communicate what we provide, i.e., the ability to fly non-stop instead of having to transit at an intermediate point."

• "The" Cabin Interior

"The energy of our brand identity extends to the aircraft cabin interiors, where the theme is "refreshing and cosmopolitan". colours are warm, inviting shades of purple, magenta and orange for the seat covers and aubergine for the carpeting. Our specially-designed seat cover pattern is called "infinite oasis," and features an ever-continuing flow of dots that represents the joy of mobility and discovery."

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• "The" analyse...

Alors ceux là, ils sont passés en mode superconique, supercomique peut-être aussi... Brilliant. A round of applause to the Strategy Boutique which managed to get "fundamental brand proposition" and "infinite oasis" in there without being ejected by security from the Oasis Hong Kong offices with their joss-sticks firmly shoved where the sun doesn't shine.

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Public Relationship Department, please do your maths again...

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