One of the commercials in the series, though really resonated for its potential – a businessman reclining into his seat and crashing at the start of a long flight, the voiceover talks about what he’s done on his trip. Now he’s headed home.
The airline understands the business traveler. If it makes every decision focused on how to get the passenger where they need to go, when they need to be there, in the most comfortable way possible that’s a brand purpose. It focuses decision-making around schedule and product and it tells customers who they’re going to take care of and how.