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Pakistan International AirlinesTransforming an airline onthe ground

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Above

The Pakistan International Airlines business classlounge was the key touchpoint in the customer journey.

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Pakistani textures, colors, and patterns wereincorporated into decorations of the PIA lounge.

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Launched in the Karachi Airport, the PIA loungemeets international business class expectations.

Background

Pakistan International Airlines (PIA) operates

flights to destinations across five continents.

Back in the 1960s it was the number three

airline in the world and launched pioneering

initiatives such as the air safari over Pakistan’s

highest mountains and assisted with the set upof both Emirates and Singapore Airlines. In

recent years, the PIA brand was in decline due to

the political pressures of a government-run

institution. PIA needed to rebuild its image and

change the perception of the brand in the eyes

of Pakistani nationals and Pakistanis living

oversees, as well as other international

passengers.

Challenge

Landor was asked to help develop a brand

strategy and positioning and to build a new

brand image for PIA. Increasingly overshadowed

by its competitors’ service offerings, as well as

its own lack of consistency and poor service, PIA

needed to redefine the brand and its customers’expectations. Since PIA has a history, is a

pioneer in air travel, and is the national flag

carrier, it was important to create a brand proud

of its Pakistani heritage and people. Landor’s

initial challenge was to transform the PIA

business class experience. The goal was to make

PIA the airline of choice for international

business travelers and Pakistani nationals alike.

Solution

In building a unique brand experience, the PIA

business class lounge was identified as the key

touchpoint in the customer journey. The Brand

Driver™, Home Star , inspired developed of the

PIA business class look and feel. Landor

partnered with the best Pakistani design talents,including local designers, architects, craftsmen,

and artists to bring Pakistani authenticity to the

project. The look and feel includes a

kaleidoscope of Pakistani textures, colors, and

patterns incorporated into textiles, upholstery,

furniture, and decoration, as well as library and

food menus. Launched in the Karachi Airport,

the PIA lounge exudes Pakistani culture. From a

warm welcome by the receptionist to the

personal attention of the serving staff, the

lounge undoubtedly meets international

© 2010 Landor Associates