The Sea of Sameness in Airline Marketing

Every major airline in the United States has blue somewhere in their color palette. We were truly starting from this sea of sameness both with what we look like in our brand, but also you know how people perceive us. As a marketer this was a really fun challenge because we knew we absolutely had to focus on differentiating. There is definitely a sizable part of the market that is actually pretty loyal. And then there is a 20 to 30% cohort that might have some mild preferences, but is actually up for grab.