Magazine article Marketing

Branding News: CSA Revamps to Take on Low-Cost Carriers

Magazine article Marketing

Branding News: CSA Revamps to Take on Low-Cost Carriers

Article excerpt

Czech Airlines (CSA) is to rebrand as it prepares to fight back against low-cost carriers serving Prague.

The airline, which is based in Prague and operates to and from Heathrow, Stansted, Gatwick and Glasgow airports, has hired brand consultancy Karakter to devise its first brand strategy and to re-evaluate its look and feel.

Central to Karakter's task will be the repositioning of the airline as a professional, global player while retaining its Czech identity. This is intended to encourage UK travellers to choose CSA over low-cost rivals, such as easyJet, when flying to Prague.

The external and internal appearance of the aircraft will be re-evaluated, along with the airline's Business Class and Charter Service sub-brands, which will be overhauled as part of a drive to upgrade CSA's image.

The carrier is to spend pounds 1m on its first major marketing campaign across Europe.

The activity, which has been developed by Leo Burnett Prague, will focus on portraying CSA as a friendly company offering a high level of service. …

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