The Airline Business delegation travelling to Routes in Copenhagen - the annual route planning forum that brings airline planners and airport marketing teams together - found an intriguing brand initiative underway at Danish low-cost carrier Maersk Air.
We were puzzled to find each seat labelled M, L or S on the headcovers, seemingly randomly scattered throughout the cabin upon boarding. When ordered correctly - S,M,L - the puzzle is solved - Small, Medium and Large, referring (as the Fly As You Like literature Maersk has adopted does tell you) to the size of the seat pitch.
When booking - online of course - you pay a little more for 32in pitch (medium), compared to the small (29in), and quite a bit more for large (35in).
It is a direct branding style, reminding us of the name Richard Branson first dreamt up for his economy section for Virgin Atlantic - riff-raff.
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