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12 Nov 2015

Boeing finances visual concept for Belavia’s rebranding

MINSK, 12 November (BelTA) – Boeing Company has financed the development of a visual concept for rebranding the Belarusian air carrier Belavia. The information was released by Igor Cherginets, Belavia’s Deputy Director General for Marketing and Foreign Economic Activities, during the presentation of Belavia’s flight in the Kyiv International Airport (Zhuliany) on 12 November, BelTA has learned.

According to the source, first-time buyers of Boeing aircraft can get a certain amount of money for marketing purposes. The money can be spent on advertising or other things. “Aware of our problems, Boeing suggested spending the money on developing a new brand. We have agreed to it,” said Belavia’s executive.

Two American companies have been helping Belavia with rebranding for more than six months already. “Profound researches have been carried out, including among passengers. We were offered five concepts and we chose one of them. We are now working hard on it. We have yet to put a lot of efforts into changing the company’s image and our own service,” said Igor Cherginets. As a result, Belavia will change a lot.

Asked whether Boeing’s money can fully cover the cost of Belavia’s rebranding, Igor Cherginets remarked: “It is an expensive thing. Some of the money will be spent on developing the brand. This is money allocated by Boeing. The brand will be later promoted at the expense of the air carrier.”

The Belavia executive pointed out that it costs about $100,000 to paint one aircraft of the Boeing 737-500 variety. “Apart from that, aircraft have to fly and earn money. I believe it will be impossible to repaint all the 27 aircraft we have. The process may even take more than one year,” added Igor Cherginets.

BelTA reported earlier that Belavia will receive three new Boeing 737-800 aircraft one year ahead of the date specified by the manufacturer. The aircraft will come with economy class options, with each able to carry 189 passengers. The Belarusian air carrier intends to use them for existing charter flights. The high economic effectiveness of the new aircraft will reduce operation costs. The longer flight distance will allow longer flights without stopovers, including to Tenerife and Dubai. According to Belavia representatives, the first aircraft will arrive in August 2016, the second one in September 2016, and the third one in November 2016.

Belavia is Belarus’ top air carrier and a leading air carrier in cargo transportation. In late January 2014 Belavia started operating as a public joint-stock company. Belavia operates a fleet of 27 aircraft and offers regular flights to 46 airports in 28 countries in Europe, the Commonwealth of Independent States, and Asia. In 1997 Belavia joined the International Air Transport Association (IATA), in 2010 the European Regions Airline Association (ERAA). In January-September 2015 Belavia transported 4% more passengers in comparison with the same period of last year.

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