Creating new traffic flows and record levels of cargo sales
Client Challenge
In 1999 Air Jamaica introduced daily A340 services between London and Kingston replacing the cargo unfriendly A310, Instantly creating 140 tons of cargo capacity per week on a route traditionally dominated by BA and only offering existing airfreight trade of 150 tons per month.
The challenge was to dispel the cargo industries negative impression of air Jamaica as a cargo carrier & to develop new traffic flows for the route.
Select Solution
- Create a multi-media advertising campaign to create industry awareness of the new capacity & cargo friendly aircraft. Included Newspaper, e-mail, Direct mail & sales calls, sponsored launch functions and top agent visits to Jamaica.
- Select took on full GSSA responsibility for Air Jamaica in IATA areas 2 & 3 arranging all interline agreements and feeds to the London hub.
- Select arranged for a third party carrier Copa to operate a freighter service between Kingston and Panama opening up south and central American destinations complimenting Air Jamaica’s North American network.
- Selects web based systems allowed for total transparency for point to point monitoring through multi modal transportation.
Select Results
Air Jamaica is uplifting in excess of 375 tons of cargo per month on the London to Kingston route. 250 tons originates outside of the UK and 225 tons final destination is beyond Kingston. Revenues are 250% above the available total market share when the Select team and Air Jamaica joined forces!
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