[Interview] How Airbus is Marketing the New A350 XWB

Last week, Qatar Airways did a mega reveal of the newest widebody jet in the market, and probably the newest for the next 20 years or so: the Airbus A350.

Our CEO, Shashank Nigam, caught up with the Marketing Director of the A350 XWB Program, Mike Bausor, and discussed a wide range of topics with him, in an exclusive interview for SimpliFlying.

 

The A350 Difference

It is interesting to note some of the significant innovations that Airbus has incorporated into the aircraft for Qatar Airways, including wide 18 inch seats, large seatback HD screens and bigger overhead bins, just in the economy section, comprising 247 seats. This is especially significant in a scenario where airlines are cramming their aircraft with as many seats as possible — resulting in obvious passenger experience issues, as revealed last year in our analysis of the Air Canada Baggage Toss Video.

Mike also revealed how the the now-famous A350 formation flight was mooted by the Flight test department at Airbus, but marketing quickly latched on the idea to make the video a phenomenal success.

We also got insights into how Airbus markets the same aircraft differently to different airlines, depending on the segment they operate in. For instance, the legacy, full service airlines want to offer top-of-the-line comfort to their passengers, and the low-cost airlines are impressed by the 25% lower fuel burn, lower operating costs and the resultant low seat per mile cost.

If you’re short on time, here are some key moments of insight from the video interview embedded below:

  • The A350 marketing edge for airlines (0:47)
  • Will comfort be the USP for passengers as well? (2:04)
  • The story behind A350 formation flight [video after the interview] (3:37)
  • How the Marketing team caught a flight test initiative and made it a great marketing campaign (4:13)

 

Bonus

Here’s the formation flight video that’s been making waves and has been mentioned in the interview above. Enjoy!

Featured Image: Airbus

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