Promotional and
Incentive Programmes MARKETING AND DISTRIBUTION STRATEGY
Promotional and
Incentive Programmes
§ CSA Logo Promotion
The standardisation and improvement of the graphical presentation of CSA in the field of internal and external communication was a key objective of the CSA logo promotion. A new corporate design was created and gradually introduced on to CSA printed materials. Thus, for example, CSA ticket covers, boarding cards, inflight menus, timetables, calendars and other CSA promotional media received a complete face-lift. Most memorable was the launch of the official logo of the forthcoming 75th anniversary of the company's foundation. Additionally, an updated version of the CSA marketing presentation package was launched, incorporating the new company logo. Customer and trade feed back on the new logo design used by CSA on printed matters, on board tableware and other materials has been very positive and reflects the company's desire to project a unified professional image.
§ Product Promotion
During 1997, CSA , in cooperation with the advertising agency Ammirati Puris Lintas, launched a number of small media campaigns to promote CSA services, via the press and radio, aimed at strengthening the image of CSA. Examples are the advertising campaigns "Introduction of New B737-500 Aircraft" and "CSA Key Destinations", both of which were particularly well received by the general public.
Presentations by CSA senior managers, working together with local sales representatives, to travel agencies and the press in strategically important cities have become a new and effective form of promotion and CSA image improvement. The general response following such presentations has been extremely positive and has resulted in an increase in local sales, as well as providing a forum for market research. In 1997, presentations were conducted in eight countries and more are planned for 1998.
§ OK Plus Frequent Flyer Programme
The OK Plus Frequent Flyer membership was dramatically increased in 1997, with applications received from 13 423 CSA customers. This represented an increase over 1996 of 108%. At the end of 1997, membership reached 25 886 members.
A welcome incentive was the interconnection of the OK Plus Frequent Flyer Programme and One Pass Programme of Continental Airlines, which was introduced towards the end of 1997. This enabled OK Plus Programme members the opportunity to add mileage points and use bonus tickets not only on CSA flights, but also on the majority of Continental Airlines flights. Continental Airlines One Pass Programme members obtained similar benefits on CSA.
§ Additional Marketing Programmes
Two newly introduced CSA programmes for suppliers and industry representatives continued to prosper throughout 1997. These are the CSA Congress Programme and the CSA Partner Programme.
The CSA Congress Programme provides services to organisations involved and participating mostly in international congresses (conventions). During 1997, CSA was awarded "official carrier" of twenty eight congresses.
The CSA Partner programme serves to keep travel agencies up to date on CSA services and products. More than 104 travel agencies in the Czech Republic have already joined the programme as well as a number of prestigious travel suppliers. Included in the programme is regular mailing, through which CSA provides members with a cross-section of information about the company, such as timetables, new products, tariff changes, and information on new CSA destinations.
