A modern and colorful brand lands in Russia
Siberia Airlines is the largest Russian domestic air carrier and
Russia’s second largest airline, offering a network of flights to
all major destinations in Russia and the Commonwealth of
Independent States (CIS). The airline also has routes to 20
countries, providing regular service to Europe and Southeast Asia.
Siberia partnered with Landor to conduct a long-term strategic
rebranding initiative to better reflect its domestic leadership and
transform the travel experience in Russia. The vision was to
reinvent Siberia Airlines and create a relevant and differentiated
brand for the people of Russia.
More than ever, Russian consumers are brand savvy and familiar
with Western branding and associated lifestyle aspirations.
Landor’s solution needed to change the existing perceptions that
passengers had of Russian travel as a “grey” experience. The
challenge was to help Siberia Airlines leave its regional origins
and become a strong national brand—one that would break conventions
in its sector and possibly grow into a viable lifestyle brand
beyond air travel. The rebranding would also signal Siberia
Airline’s intention to become more customer focused, with an
improved product and service.
The updated identity focuses on doing things differently and
challenging the Soviet anti-brand legacy of institutional travel in
Russia. The idea of a “Changing Russia” informed the new
positioning, name, identity, and all other points of branding.
Following Landor’s involvement with the brand, traffic increased by
almost 20 percent compared to the previous year: in 2007 nearly 5.7
million passengers flew with S7. The majority of this growth was in
the domestic sector where numbers increased by 22 percent (Source:
Airliner World, May 2008). S7 is well on its way to becoming
Russia’s favourite national airline.