Vistara airlines, a joint venture between the Tata Group and Singapore Airlines, was launched in December 2015 as a premium full-service airline, redefining air travel experience in India. The airline, combining the legacy of the Tata Group and the service excellence of Singapore Airlines, aims to provide unique and personalized experience to every flyer.
Maxposure came on board to publish the airline’s in-flight eponymous magazine. In consultation with the communication teams of Tata Group and Singapore Airlines, we gave form to the magazine, which in every page, would reflect the ethos of the two established brands. From crisp content tone and specialized articles to unique image representations and use of mixed media on the cover, the magazine established a niche for itself in the sector, also winning several awards. The magazine’s content targets the business class and premium class flyers.
With Maxposure’s expert content monetizing team and strong global sales network, the airline achieved the third year projected revenue of the magazine in the launch issue itself, making the project a commendable success.
Soon after, Maxposure also helped the airline in creating an omnichannel content strategy to target flyers and advertisers across multiple platforms like digital, social media, e-mailers and even launched an exclusive mobile application of the magazine, further increasing the reach of the airline. To celebrate the induction of the airline’s first Airbus NEO to their fleet, Maxposure integrated Augmented Reality (AR) in the magazine’s cover, that could be activated through its mobile application, a first of its kind for an Indian airline. The AR feature let passengers access more information and videos of NEO and also an interview of the vice president of Airbus, elaborating on various features of the new aircraft. Apart from being an impactful marketing initiative, this also helped the airline in increasing the mobile app downloads.
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