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Can you match the slogan to the correct airline?
Visit > APEX.AERO/SLOGAN to check your answers.
Language and tone are powerful tools: Taglines and buzzwords can
by Jenn Wint
If it matters to you, it matters to us
Airline Passenger Experience Association
apex experience
55volume 5, edition 3
Follow us @theAPEXassoc Language
photos:jetblue;airCanada;southwestairlines
So often it’s not just the words we choose
shining personalities
consistent messaging
“I am a big believer
in the power
of language
to change the
world. The way
we communicate,
whether verbally,
digitally or
physically, has a
massive effect on
how we work, live
and learn.”
Richard Branson
56 volume 5, edition 3 Airline Passenger Experience Association
apex experience Visit us at apex.aeroLanguage
Often, a brand creates its own language for
buzz words
Traditionally, airlines have been formal
in their customer communications,
but airline marketing has evolved to
to appropriately meet customer
expectations in various settings. It’s
essential for brands to establish a
rapport with their customers, making
them feel welcome by making personal
connections. In premium classes, cabin
crew may still address passengers as
Mr., Mrs. and Ms., but many passengers
challenges the airline industry faces is
the ongoing focus on safety and security.
This is where formal communications are
often still required. Sharing routine but
important information in an engaging and
genuine way is a recent trend. Airlines
are striving to make airline experiences
enjoyable by wearing their culture on
their sleeve and including passengers.
Tone and language, indicating
transparency and shared culture, are
the choices for both younger carriers
and legacy carriers looking to refresh
and keep up with passengers expecting
speaking my language
Getting Personal
The Language of Business
an ideal business culture were:
Innovation
Creative
Fun
58%
57%
55%
Fair to
employees
Responsible
Inspiring
change
58%
Airline Passenger Experience Association
apex experience
57volume 5, edition 3
Follow us @theAPEXassoc Language

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Article: Airlines and The Use of Language to Build Brands

  • 1. Can you match the slogan to the correct airline? Visit > APEX.AERO/SLOGAN to check your answers. Language and tone are powerful tools: Taglines and buzzwords can by Jenn Wint If it matters to you, it matters to us Airline Passenger Experience Association apex experience 55volume 5, edition 3 Follow us @theAPEXassoc Language
  • 2. photos:jetblue;airCanada;southwestairlines So often it’s not just the words we choose shining personalities consistent messaging “I am a big believer in the power of language to change the world. The way we communicate, whether verbally, digitally or physically, has a massive effect on how we work, live and learn.” Richard Branson 56 volume 5, edition 3 Airline Passenger Experience Association apex experience Visit us at apex.aeroLanguage
  • 3. Often, a brand creates its own language for buzz words Traditionally, airlines have been formal in their customer communications, but airline marketing has evolved to to appropriately meet customer expectations in various settings. It’s essential for brands to establish a rapport with their customers, making them feel welcome by making personal connections. In premium classes, cabin crew may still address passengers as Mr., Mrs. and Ms., but many passengers challenges the airline industry faces is the ongoing focus on safety and security. This is where formal communications are often still required. Sharing routine but important information in an engaging and genuine way is a recent trend. Airlines are striving to make airline experiences enjoyable by wearing their culture on their sleeve and including passengers. Tone and language, indicating transparency and shared culture, are the choices for both younger carriers and legacy carriers looking to refresh and keep up with passengers expecting speaking my language Getting Personal The Language of Business an ideal business culture were: Innovation Creative Fun 58% 57% 55% Fair to employees Responsible Inspiring change 58% Airline Passenger Experience Association apex experience 57volume 5, edition 3 Follow us @theAPEXassoc Language