Airsiders had the technology – advanced interlining solutions, airport navigation tools – a product genuinely ahead of the industry. But in aviation, advanced technology is a threat.
Decision-makers at airlines and airports operate in a space where the cost of a wrong call isn't a bad quarter. It's a safety incident.
Decision-makers at airlines and airports operate in a space where the cost of a wrong call isn't a bad quarter. It's a safety incident.
FOR THE MOST CONSERVATIVE INDUSTRY
CRAFTING THE PERFECT DISRUPTOR
Fear of falling behind. Fear of moving too fast. Fear of being the person who green-lit an unproven startup in a critical infrastructure environment. Decision-makers knew change was coming — but the cost of a mistake was too high.
IN BOTH DIRECTIONS.
FEAR WAS RUNNING
Tone down the startup boldness. Move expertise and experience to the front. Then maintain a quiet, persistent narrative of fast-moving innovation — fuelling the fear of missing out in an industry that can't afford to be left behind.
The communications strategy focused on making Airsiders visible at exactly the right moments — field testing updates, partnership announcements, product developments that signalled the industry was already moving with them.
The result: breakthrough collaborations with Flyr Airlines and Toronto Airport.
The communications strategy focused on making Airsiders visible at exactly the right moments — field testing updates, partnership announcements, product developments that signalled the industry was already moving with them.
The result: breakthrough collaborations with Flyr Airlines and Toronto Airport.
THE BRAND BUILT TO BE INEVITABLE
