S7 from Siberia

Only ten years ago Sibir (Siberia) was a local airline operating in – that comes as no surprise – from Novosibirsk in Siberia. Only in the last three years its revenue tripled and it got a well-earned national status. Keeping the old name Siberia became somewhat outlandish when its planes fly directly to more than 50 countries all around the world. They even invited Jack Trout, the author of “Marketing Wars” (1989) to come up with a catchy name that would put the airline apart from others and highlight its unique identity. Jack Trout didn’t come with anything useful but Sibir’s new CMO did. The new name is S7 now. The new corporate identity amazes customers with acid bright green and all visual attributes no discount airline can do without. This is an international marketing law: lower ticket prices mean flashier and gaudier design.

What’s more – English-speaking passengers have real fun flying S7. It so happens that Russian flight assistants’ accent is too Russian. When they say, “Ass Seven airline welcomes you on board…” Brits and Americans burst out laughing. (Irish don’t – they fly Ryan Air that is even more fun). Everyone knows, laughter is the best medicine against pre-takeoff stress. Together with cheap alcohol.

Related Tags: Russia, airlines, S7, renaming, redisign