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Crafting a boutique airline experience

Royal Brunei Airlines
We saw the challenges facing Royal Brunei Airlines as a real opportunity for growth—drawing on the size of the business and the mystique of the country to create a differentiated boutique offering.

In an overcrowded sector, this mid-sized national carrier felt squeezed by local, low-cost and premium carriers such as AirAsia and Singapore Airlines. With the arrival of a new, world-class fleet of Boeing 787 Dreamliners, the time was right to create a distinctive brand.

Rather than out-wow or out-shout competitors in an over-the-top category, we created an understated and classic experience—where customers have the space and time to relax and breathe. The new identity, 360º experience and campaigns give the brand a classic touch, while evoking Royal Brunei’s humble personality.

The new brand has been well received across the airline industry, in Brunei and globally—gaining great traction on social media and winning distinction in the 2014 REBRAND 100®.

Royal Brunei Airlines – a refined breath of fresh air in a category where competitors traditionally fight more with more.

Growth starts here
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