State-held airline company Tarom, the biggest player in theairline industry by turnover, with 193 million-euro sales lastyear, has invested around half a million euros last year, accordingto ZF estimates, in the company's first ever image campaign,conducted by communication group Ogilvy.
Tarom has in previous years conducted campaigns to promote certaindestinations, but this is the first one in which it attempts tochange the market perception and attract younger clients, withsurveys conducted before the campaign showing that Tarom flyers areusually people above 35 with over 4,000-RON monthly income, whotend to be business owners or managers.
"A brand with a 56-year history such as Tarom risks being perceivedas conservative, as research as shown. The company's focus onyounger clients and the image campaign are meant to change theperception of being a dated brand, and to help create the currentimage of the Tarom brand," said Ruxandra Brutaru, the company'sgeneral manager. Tarom officials' decision to invest in thisadvertising campaign comes after the company posted 55.8 millioneuros in losses last year, its biggest this decade, with thecompany expected to see losses this year, as well.
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