Siberia Airlines on a high with Landor

Siberia Airlines has appointed Landor Associates’ London office to review its brand, as the airline moves to strengthen its competitive stance.

The group won the work, which will ultimately be worth in excess of $1 million (about £600 000), last Friday after a four-way, strategic pitch against Burson-Marsteller, Wolff Olins and BBDO & Porter Novelli.

Siberia Airlines is the world’s fourth fastest-growing airline. Currently in an acquisition phase, it has added 12 new domestic and international routes since the beginning of the year and it is in the process of acquiring western aeroplanes for its fleet.

Landor Associates will initially work on Siberia Airlines’ ‘strategic platform’, with a new identity and name rolling out from mid 2004, according to the group’s managing director Charlie Wrench.

The airline’s new look will eventually be applied across livery, ticketing, signage, frequent-flier collateral, uniforms, in-flight services and lounges, he adds.

The group’s primary challenge is to develop a strong brand for a ‘business that is not historically brand-centric’ and is based in a ‘diverse culture that could not be going through a period of greater change’, says Wrench.

Meanwhile, the group has created an identity for BP Ultimate, a new fuel offer that aims to provide a better, cleaner performance for both petrol and diesel engines.

It is the first time that Landor’s initial rebranding work for BP, which rolled out in 2000 (DW 28 July 2000), has been applied to a product brand.

The work, which launched on Tuesday, will roll out at 400 BP sites by the end of the week – and at remaining sites across the country by the end of the year, according to a BP spokeswoman.

It is also expected to be used as BP Ultimate launches across Europe. Design director Carl Hawksworth was creative lead on the project.

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