RIYADH — Saudia’s resolution to rebrand three years in the past is delivering sturdy business and reputational beneficial properties because the Kingdom’s aviation sector expands with the launch of Riyadh Air, the airline’s advertising chief mentioned.
Talking on the Saudi Media Discussion board, Saudia Group Chief Advertising Officer Khalid Tash mentioned the rebrand, launched three years in the past, was designed to reposition the Kingdom’s flagship service for a brand new part of development, whereas reinforcing its nationwide id and lengthy aviation heritage.
“Three years in the past, we determined to resume Saudia’s visible id because the airline entered a brand new part of growth and transformation,” Tash mentioned. “The purpose was to evolve with out dropping who we’re.”
Quite than creating a completely new model, Saudia drew inspiration from its personal historical past, notably the Seventies, which Tash described as a golden period marked by creativity, sturdy service tradition and forward-looking design.
“The Seventies have been forward of their time,” he mentioned. “There was a aware resolution to return to our roots whereas presenting them in a contemporary approach.”
Tash mentioned the rebrand additionally helped clearly distinguish Saudia’s id forward of the launch of Riyadh Air, positioning every service with a special model proposition.
“A business model creates feelings and associations,” he mentioned. “We would like Saudia to face for authenticity and nationwide delight. That is our area of interest.”
He downplayed issues about competitors with Riyadh Air, describing the emergence of a second nationwide airline as constructive for the sector.
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“We don’t see Riyadh Air as a competitor,” Tash mentioned.
“Competitors in pricing and providers is wholesome and advantages the Kingdom. The target is to attach Saudi Arabia to as many locations as potential and entice extra guests.”
Tash mentioned the rebrand has produced measurable outcomes, each commercially and in public notion.
Saudia has recorded development in gross sales and bookings over the previous three years, alongside enhancements in revenues and operational efficiency, he mentioned, noting that the airline has benefited from wider financial development throughout Saudi Arabia.
The group tracks model efficiency by means of two indicators: repute rating and model worth. In keeping with Tash, Saudia’s repute rating has improved by about 31 % over the previous three years, reflecting each buyer expertise and public notion.
Extra hanging, he mentioned, has been the expansion in model worth.
“Earlier than the rebrand, Saudia’s model worth stood at $506 million,” Tash mentioned. “Right now it has reached $1.1 billion, greater than doubling in three years.”
Tash mentioned branding selections at Saudia carry a broader duty past business concerns.
“We characterize a rustic,” he mentioned. “Each element should rise to the extent of representing Saudi Arabia itself.”
