Branding Assignment

Branding Assignment

Value 25%                                                      Due Date: Week 5

Assignment Overview

You have just been gifted from a distant relative 10 Boeing Dreamliner OR 10 Bombardier CRJ 1000 aircraft and are starting a new Canadian airline! Research the aircraft types here: https://www.aerospace-technology.com/projects/bombardier_crj1000/

https://www.boeing.com/commercial/787/

You will create a mock domestic, Canadian Airline. You will decide all elements of this airline. After creating an airline name, logo, mission statement, etc. you will decide what items will be sold during the flight, what type of inflight entertainment system will be “installed” on your aircraft. You will decide the airline Branding Elements. You must be realistic when deciding the elements of the airline, keep it profitable! Remember, domestic means that the airline can only fly within Canada. Please be clear on what routes you choose and explain why. For example, if you chose YSB-YVR, this is not a route that is currently serviced, and it is not a route that would be profitable. However, YYZ-YVR would be!

It is great to use a partner for this assignment. Collaborating with your classmates is always a good idea! Please divide up the assignment tasks equally. Partners names must be listed on the Report and the Digital Presentation submitted. You do not need to physically be together to work together on this Presentation.

Assignment Outcomes

• Plan and create a captivating digital sales presentation overviewing the airline’s product and branding.

Note: it is recommended you review course notes; PPT’s, Previous Recorded Lessons and Course Readings Page for resources (specifically the airlines complementary inflight magazine for ideas) to assist you with this assignment. You should research Canadian Airlines to have an idea of what airline you can create!

Create a Digital Presentation

For the presentation you can use any digital platform like MS Powerpoint Slides (.ppt) or Apple Keynotes (.key) where you can build a complete word picture and SELL your airline. There is a 10 slides maximum for the digital presentation. Use Voiceover to explain each slide. Your audio needs to be clear and concise, explaining each slide. The Voiceover for each slide should not be longer then 2 minutes.

The presentation must provide the following information on each slide. The script of what you say during your Voiceover must be included in the Presenters notes. Use Keynote or Powerpoint. If you would like to use another platform, please email Jennifer for approval.

• Airline profile – name, slogan, a description of the uniform, etc.
• The airlines Corporate Mission/Vision Statement
• Identify the airline type (legacy carrier, charter, low cost, leisure commuter carrier
• Routes – Airport codes of where you will be flying and why you chose these routes
• Product portfolio description – what will you be selling on board? How will your airline make Ancillary Revenue? Include seating class(s), inflight BOB, and baggage fees, etc.
• Competitor(s) (direct/indirect) by name and product
• Target market (please don’t say business and leisure travellers, be more specific for example, eco-tourism)
• Positioning/branding overview
• Advantages of your company/product over the competitor(s)
• Explain how your airline will advertise
• Include a final slide with sources for your work

Final Notes:

• Select an appropriate template for the presentation.
• Use clip art, photographs, and/or logos where appropriate, but always source any photos that you didn’t take yourself.
• Include transition and build effects.
• Do not put too much information on any one slide
• Do not use so many colours and effects that your audience will be distracted from your verbal message

This is a Sales and Marketing course, so be conscious of your presentation and incorporate your airline image/branding, as this will be included in the grading scheme.

Submission Procedures

Submit your digital presentation on Blackboard.

Creativity will be rewarded for a unique and memorable sales presentation!

Rubric

Student Name	0 Didn’t Work	1 Minimally Effective	2 Good Job	3 Excellent
Airline Profile
Corporate Mission and Vision
Airline Type
Airline Routes
Product Portfolio
Competitors
Target Market
Positioning and Branding
Advantages
Advertising Elements
Overall Professional Design & Info
10 Slide Maximum Met
Creativity
Easy to Understand and Follow
Voiceover length 30 seconds – 2 minutes per slide
Voiceover is clear, concise and relevant
Sources (including any images) are cited

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