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Great Ideas:
Aeroflot Russian
Airlines Food Tasting
We worked with Aeroflot Russian Airlines on the inauguration of nonstop
service between Moscow and San Francisco. The problem was twofold.
1. First, most people had never heard of Aeroflot, and those who had were
skeptical. A common perception was the food was bad, the service was unreliable,
and the personnel unfriendly.
2. The second challenge was that the majority of people planning international
travel book their reservations weeks or months ahead. We needed to get
strong news coverage about the service weeks in advance.
We learned that Aeroflot’s head chef, trained by Marriott in London,
was coming in to taste food selections offered by the local caterer. We
send out a press release with the whimsical headline, “Did you ever
wonder who picks out the food for airline meals?” We invited the
press to come to the food tasting. Stories in newspapers, as well as on
radio and television, talked about Aeroflot’s new commitment
to good service – as well as the fact that service was to begin.
There was a load factor of more than 90 percent when flights started.
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