CASE STUDY: KINGFISHER TRAINING ACADEMY
CREATING NEW NICHE, ESTABLISHING IDENTITY, BRANDING, ADVERTISING…
+ Brand Positioning + Guidelines
+ Communication Strategy + Design
+ Space Design
+ Media Selection
Creating a new niche
Kingfisher Training Academy (KTA) offers industry relevant training to aspirants looking for a career in the Aviation, Hospitality and Retail sectors. It is an UB Group business vertical that enjoys strong patronage of Kingfisher Airlines.
The identity dilemma
Though KTA prides itself on its training capabilities and industry affiliations, it didn’t have its own identity.
The ‘Kingfisher’ connection was inevitable, denying the Academy the status of an independent educational entity.
Dissociating from Kingfisher
Our mandate was clear: to establish KTA as an independent academic institute through a focused advertising campaign.
The idea of change ‘Change begins at KTA.’ That is the thread around which we weaved the entire campaign. Here,
change stood for two things; the change at KTA and the change in students’ lives because of KTA.
Good reach and response
The campaign was run in several Indian cities where KTA planned to come up with new franchisees.
The platform of change, presented through appealing visuals and punch-packed text, did the job well.
Enrollments went up at the newly opened centers. The campaign was also successful in positioning KTA as an independent educational institute with its own mission and values.