Analysis: The SNCF - Air France
For this study, we chose two print ads concerning inland transport: the shuttle flights from Paris for Air France and the TGV (always intra-France) for SNCF. These two advertisements were published in ?Le Nouvel Observateur', at the end of 2006. These are two national brands competing on domestic routes that are trying to attract all those who want to travel without using the road.
Their goal is to give a positive image of the transport as something that makes life easier. We will first present the service and advertisement that we have chosen as well as Air France. We will then study the results of the questionnaires we presented to fifty people. To conclude, we will present our new advertising and copy-strategy.
In 2006, the SNCF had a turnover of 21.9 billion euros due in particular to strong growth in passenger traffic. The current result thus amounts to 695 million euros, up 22% compared to 2005. These results reflect the new direction of the SNCF, which is based on innovation.
Indeed, the station is at the heart of technical development. This is the station that invented and led the revolution in high-speed rail transport in Europe. Innovation is a way of being, that of a company and its staff who want to create useful new ideas, and forge their own future. As the railway station has to contend with the competition posed by the plane, car and other vehicles, it should possess a strong corporate image and powerful brand name.
March 18, 2005 saw the unveiling of a new image to the station with a new look and sound, a new logo, new slogan, a new posture, symbols of a company that move, changing in tune with the requirement of customers. Thus, the station launched a major communication offensive centered around ideas. SNCF has shifted from "up to us to make you prefer the train" to "Give ideas forward." This new signature is based on innovation with the "Forward thinking." The verb "give" gives an active side to the station and emphasizes its ecological role and its public service missions.
Similarly, changing the logo indicates a strong statement to regain control of the ambition and the future of the station. While the new shape is a modernization of the 1937 logo, the color utilized made a shift from carmine to vermilion. The new image of the station is based on a specific typology and a logo type.
The ideas include among others advancing their Voyages-sncf.com website which is the No. 1 e-commerce site in France, or the idea of "Breathe better" which aims to minimize pollutant emissions and to seek new energy solutions for the future. Similarly, the station aims to make life easier for professionals by developing business centers in its stations. Recently, on 3 April, 2007, the TGV has demonstrated once again its superiority with its record speed of 574.8 km / h.
Tags: Brand image of SNCF, marketing strategy of Air France, renovated look of the SNCF