Got the message? It’s a TV ad that’s recently started running in the UK and which I caught for the first time last night. I think this is the one - if not then it’s pretty much the same anyway.The interesting thing about it is that this an ad which I guess is paid for in part by SIA and in part by Australia’s tourism interests one way or another, and which is centred on the type of aircraft that you’d fly. Australia markets itself pretty hard in the UK as a holiday destination in any case.
I know precious little about tourism or TV advertising, but I would just make the point (again) that airlines – rightly or wrongly – are going to use the A380 as a marketing tool in a big way.
My earlier point was that a major reason why British Airways would have to buy the A380 (as they duly did) was that otherwise they would be eaten alive in the market by all the A380 customers they compete with. That’s starting with SIA to Singapore. The trick I missed was that SIA would immediately deploy the A380 all the way to Australia, which is a critical route for both BA and Qantas. You really will have to have a very powerful motivation not to pick SIA over BA/Qantas on London-Sydney.
The question on my mind is: will it be possible to do the same thing with the Boeing 787?