Aeroflot

When discussing the airline to take when traveling to Russia, the name Aeroflot would always be the first choice. But with the break up of the former Soviet Union, Aeroflot found themselves on the brink of decreasing profit from rival companies. The adjustment from super monopoly in its market to falling far behind private Russian airline Transaero placed them in a search for market share. Aeroflot was stuck in a jam looking for the right …

…The meaning behind that advertising campaign using the elephant as the company symbol showed that something big like an airplane could fly freely in the sky. “Light on its feet,” is the headline used in this promotion. This promotion went against rival private Russian airline, Transaero, which built passenger loyalty by stressing good service and on-time flights. That is the exact same attributes of the service they provide that Aeroflot had the worst problems with.