Tarom seeks to shed "dated brand" label
State-held airline company Tarom, the biggest player in the
airline industry by turnover, with 193 million-euro sales last
year, has invested around half a million euros last year, according
to ZF estimates, in the company's first ever image campaign,
conducted by communication group Ogilvy.
Tarom has in previous years conducted campaigns to promote certain
destinations, but this is the first one in which it attempts to
change the market perception and attract younger clients, with
surveys conducted before the campaign showing that Tarom flyers are
usually people above 35 with over 4,000-RON monthly income, who
tend to be business owners or managers.
"A brand with a 56-year history such as Tarom risks being perceived
as conservative, as research as shown. The company's focus on
younger clients and the image campaign are meant to change the
perception of being a dated brand, and to help create the current
image of the Tarom brand," said Ruxandra Brutaru, the company's
general manager. Tarom officials' decision to invest in this
advertising campaign comes after the company posted 55.8 million
euros in losses last year, its biggest this decade, with the
company expected to see losses this year, as well.