On my way to work this morning, I heard the radio advertorial of Air Peace airlines promoting their West Africa routes and the new changes they have made on the routes.
I love advertorials because I write corporate copies so I paid attention to everything that was said. Moreso, that’s one of my most frequented routes so I had my ears tuned in for freebies and promos.
They pointed out how many times they fly from Lagos to Cotonou,Accra, Abidjan, Monrovia, Freetown, Dakar, and Banjul.
Then at the end of the presentation, it closes with “Air Peace, Nigeria’s largest airline,” I chuckled to myself. Nigeria’s largest airline? How on earth could they demarket themselves with such payoff line?
How can you be promoting your expanding regional network across West Africa and you end it with “Nigeria largest airline?”
Who wrote that copy? Is that person unaware that Air Peace is West Africa’s largest airline, infact they’re the 5th largest airline in Africa.
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Yes, they are trailing Asky when in comes to coverage of West Africa and Africa generally but they’re larger than Asky. Air Peace is presently larger than both Kenyan Airways and South African Airways.
So why using a payoff line that reduces your influence to the domestic market when you could project your bigger influence on the regional market? Why the localisation of your strength when you could flex at continental levels?
This is Africa levels not Nigeria so you are not in competition here with Valujet, Enugu Air or Binani. Think big, talk big, cos you’re big. Na dis kain think make one elderly Owerri woman talk say “Ọ kwa ana a brought unu up unu ana a bring onwe unu down”. Well, wetin concern me sef?
Kelechi Deca
