APEX Magazine, May 2015 - A article by APEX magazine on how airlines use language to build culture, attract customers and staff, and solidify their brands within a competitive industry. Also featuring Shashank Nigam, founder and CEO of SimpliFlying.

1. Can you match the slogan to the correct airline?
Visit > APEX.AERO/SLOGAN to check your answers.
Language and tone are powerful tools: Taglines and buzzwords can
by Jenn Wint
If it matters to you, it matters to us
Airline Passenger Experience Association
apex experience
55volume 5, edition 3
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2. photos:jetblue;airCanada;southwestairlines
So often it’s not just the words we choose
shining personalities
consistent messaging
“I am a big believer
in the power
of language
to change the
world. The way
we communicate,
whether verbally,
digitally or
physically, has a
massive effect on
how we work, live
and learn.”
Richard Branson
56 volume 5, edition 3 Airline Passenger Experience Association
apex experience Visit us at apex.aeroLanguage

3. Often, a brand creates its own language for
buzz words
Traditionally, airlines have been formal
in their customer communications,
but airline marketing has evolved to
to appropriately meet customer
expectations in various settings. It’s
essential for brands to establish a
rapport with their customers, making
them feel welcome by making personal
connections. In premium classes, cabin
crew may still address passengers as
Mr., Mrs. and Ms., but many passengers
challenges the airline industry faces is
the ongoing focus on safety and security.
This is where formal communications are
often still required. Sharing routine but
important information in an engaging and
genuine way is a recent trend. Airlines
are striving to make airline experiences
enjoyable by wearing their culture on
their sleeve and including passengers.
Tone and language, indicating
transparency and shared culture, are
the choices for both younger carriers
and legacy carriers looking to refresh
and keep up with passengers expecting
speaking my language
Getting Personal
The Language of Business
an ideal business culture were:
Innovation
Creative
Fun
58%
57%
55%
Fair to
employees
Responsible
Inspiring
change
58%
Airline Passenger Experience Association
apex experience
57volume 5, edition 3
Follow us @theAPEXassoc Language