Week 3 - Brand Positioning

My research from last week lead me to the following Conclusions regarding Pacific Coastal Airlines:

• The company has a strong foundation and quality reputation to build on;
• The company messages and imagery are mixed and need to be streamlined into a clean, cohesive brand;
• They appear stagnant and out-dated, and need to take a modern approach that demonstrates more clearly the services and experience they offer.
  

Some of the Key Messaging that must be re-iterated and re-enforced at every level of the Pacific Coastal brand include,

• They are 100% family owned and operated, "home-made" in BC;
  
• For business or pleasure, they are connecting communities;
• Have reputable and friendly customer service resulting in customer loyalty;
• Provide quick and convenient flights to remote locations, at competitive pricing;
• Offer adventurous, inspirational and memorable experiences.

The Key Messaging and Conclusions present a number of opportunities for the brand. I have created 3 possible directions for the brand along with appropriate mood boards.


Brand Positioning Statements

1. Family Tradition

Pacific Coastal Airlines is literally one big happy family. A British Columbia, home grown company, Pacific Coastal prides itself on being 100% family owned and operated, connecting and inspiring communities throughout the West Coast for 35 years. It is our tradition to treat every customer as part of our family, ensuring they receive friendly, safe and reliable service whenever needed. For Pacific Coastal, travel is more than just getting you from A to B, it's about participating in a rich dialogue of BC experiences and values. We serve our customers honestly and loyally, sparking a nostalgia for the good old days when anything was possible and imaginations knew no limit.

Tag Possibilities:

• Enriching lives, one flight at a time.

Moodboard1

Visuals: organic, muted/desaturated, traditional, authentic, communal, loving

2. The Adventurer

Pacific Coastal Airlines takes the spirit of adventure to a whole new level. We are the gateway to the exciting and extreme activities of the BC coast. Providing safe and reliable service is not an ambition, but a basic foundation of our service, allowing Pacific Coastal to deliver a more dynamic and well-rounded travel experience. Our dedicated team has the know-how and personality to get our customers to the most remote and beautiful locations with a smile. The great outdoors is our playground, and with our reputation, customers can experience the exhilarating adventures within it.

Tag Possibilities:

• Fly to your playground

Moodboard2

Visuals: bright, colorful, active, movement, outdoors, exciting, exhilarating

3. Escape to Nature

Pacific Coastal Airlines knows the value of escapism. There's nothing like taking off into the wilderness for a weekend to experience the purity of nature. BC travel can rejuvenate and refresh today's busy and demanding lifestyles, and Pacific Coastal knows just where to go and how to get there. Experience the breath-taking views as ocean meets mountain and smell the damp earth of a forest floor. We believe in safely connecting our customers with the beauty and wildlife that BC has to offer. Whether our customers are traveling for business or for pleasure, Pacific Coastal has the experience and reputation to make it a memorable journey.

Moodboard3

Visuals: natural, earthy, fresh, clean, inspiring, rejuvenating, peaceful



Here are a few more inspirations that combine some of the themes and imagery of the 3 positions.