🤘🤘 What if Economy Flights Didn't Suck

The best way to get attention is to lead with goodies you don’t know you can have.

Best intelligence finds the way to marketing materials, and one example that does it really well is Porter’s Airlines.

When you think of economic domestic flights - what does it come to mind:

• dry, tasteless meals

• disillusioned or grumpy flight attendants

• skimping and charging silly prices for 2nd tier snacks

• trolley cart and other passengers bumping your elbows

• checked bag politics that almost feels it’s being run by slumlords

Porter Airlines is an airplane company that is an anti-dote to all the nuisances we passengers took as just inevitable status quo of the economic travel.

Porter offers:

• extra legroom

• no middle seats

• two checked baggages for free

• Fresh meals with healthy ingredients

• free wine and beer served in glassware

• free flight changes in case flight is delayed

Sounds amazing and sort of “bougy?”

Because that’s the aim of the company. The narrator of their ads sounds like a British aristocrat.

The last company that made an common product beautiful and high-demand was Lululemon. They turned athletic apparel into beautifully designed pieces of both performance and leisure.

The combination is now a standard category called athleisure.

Porter Airlines are trying to do the something similar - make business flights more of a leisure experience. The CEO of Porter, Michael Deluce is calling it “bleisure.”

This positioning of how economic flight should not only suck, but be a white-glove pleasurable experience permeates into all of their messaging.

What an amazing opportunity. What’s next - a dentist service that you’re looking forward to?

P.S.: Their in-flight magazine is called Re:Porter 🙃 

_{Yo, if you don’t like puns, you should unsub!}

Thinking on starting a competitive enablement program at your organization? Take this 2-min assessment to see what essentials you might be missing out:

Nugz

• New Balance is one of the rare brands that could hit completely different audiences. Carhartt workwear also comes to mind. Who am I missing?

• What do you think about positioning as the 2nd best? To me it feels that you’ll always be a follower and grab customers who can’t meet the pricing demands of the main player. But at the same time, it allows you to get the marketshare and build a product that has potential to overcome the incumbent after some time.

Subscribe to This Newsletter

Andy’s community and newsletter is better every week and you need to subscribe to his emails. You won’t be sorry.

If you liked this week's newsletter, please forward it to one friend who's into tech, marketing, and business.

Have a wonderful week and give your mum a hug!

🤘🤘

d.