Air Carnival

Case Study

Project Detail

Air Carnival was an Indian regional airline, based at Coimbatore International airport founded in 2013. The airline commenced its operation in July 2016 with a hub at Chennai international airport. Air Carnival was promoted by the Coimbatore Marine College(CMC) group with a fleet size of one aircraft. The airline operates ATR 72-500 flying five destinations Chennai, Coimbatore, Madurai, Tirupati, and Tuticorin. The airlines ceased its operation on 6 April 2017.

ClientAir Carnival
Project DateApril 2017

The Challenge

Air Carnival was the only airline to connect all the operational airports in Tamilnadu. The biggest challenge was to connect the airline with the local passengers through the internet, as the airline was lacking internet marketing. The airline’s major focus was on traditional marketing- newspaper ads and ground marketing. Therefore the visibility of the website was sparse and organic visitors were tiny. The online reputation and social media presence were also not much impressive.

The Solution

The solution offered by our masterminds was to increase the airline's brand visibility, conversion rate and to explore the new opportunities offered by the digital marketing realm.

Online reputation

The key components of online reputation- reviews and social media hold sway over customer’s perception of a business. Air Carnival had hardly less number of reviews, to be precise the reviews were bleak and negative. Therefore we offered online reputation management for the airline and was keenly monitoring passengers feedbacks & comments. Every negative feedbacks were promptly addressed, this, in turn, changed negative comments to positive customer experience.

Brand awareness

Brand awareness for Air Carnival for the targeted locations like Coimbatore, Chennai, and Madurai was diminutive in the initial stages. The strategy is to create unique and compelling contents to lure and reach the target audience which in turn enhanced brand visibility. Both online (Social media, SEO) and offline (Traditional promotions) mediums were used to enhance the brand awareness. Finally, people started hearing about the airline and began sharing their travel experience with Air Carnival.

The Results

Occupancy Rate

The success of an airline is determined by the occupancy rate and its competitive fares that could enable flying easy for all classes of people. Due to poor brand visibility and poor rankings in the Search engine results, previously the occupancy rate was very low ( 46%). Our expert team made many types of research and surveys on the aviation market and came up with an attractive flight timing (Early morning & Late Night Flights) and fares that could opt by both the airline company and the passengers. We also implemented attractive offers and few tie-ups with the agents to increase the occupancy rate to 62% gradually.