Abstract
Aer Lingus was founded by the Irish Government in April 1936 to provide air services to and from Ireland. In October 2006, it was floated the Irish and London Stock Exchanges. Today, the company is on another phase of it's cycle; with the economic downturn, the demand has fallen (graph below), and the competition with low cost companies has increased. Therefore, to survive the organisation has to make huge changes, starting with its communication strategy. This plan is intended to show, the communication needs of Aer Lingus in this decisive period.
Currently in a sticky situation, Aer Lingus has to regain strength concerning its brand, by increasing airline travel in the Irish Market. That's why, we decided to realize an advertisement with two promotional tools. Traditional tool: advertising sponsorship Advertising sponsorship means that an individual, a proposer, supports an acquaintance becoming a new customer. This is an excellent means of communication which contributes to reduce cost, like exploration expenses.
It will help to recruit new customers and make Aer Lingus known through loyal customers. Those clients will communicate for the company, conducting the work of sponsorship in return of a reward. Concretely, rewards will take the form of a percentage of 30% for the proposer. When he books
a flight on the website of the company, he will receive a promotional code. In order to take benefits of it, he has to talk about our company to a friend who never uses our services, and share the code. Then the friend has to book a flight and put it down on our booking webpage. Finally, both parties received an automatically discount. 30% off on the next proposer's purchase and 20% off on the new client purchase.
It's important to don't offer the same reward to the two parts of the sponsorship to be fair regarding the "work" realised by the loyal client. Sponsors will correspond to Aer Lingus' best customers according to their frequency of purchase and the amount. It will be a limited number of proposer as well as sponsored people, to cope with the management awards. Regarding the duration of the program, it will be held from April to July 2010, corresponding to
the dates of booking holiday.
