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Airbus’ A380 is ready to “Own the sky”

18 June 2013 Feature story

When the A380 first entered commercial service, it was “Love at first flight” – and with more than five years of worldwide operations to its credit, this 21st century jetliner has proven it is ready for long-term relationships.

Concurrent with Airbus’ launch of the newest A380 marketing campaign: “Own the sky,” the aircraft lived up to its billing during the first days of the Paris Air Show with the announcement of Doric Lease Corp’s Memorandum of Understanding for 20 aircraft, as well as the commanding presence of two double-deck jetliners at Le Bourget Airport. 

The new “Own the sky” campaign highlights the A380’s central role in helping airlines generate more revenue, stimulate traffic and draw passengers.  By attracting passengers, the A380 provides carriers with the best opportunities to optimise revenue across their networks – with more seats for growth, connecting traffic, and higher yields. 

There are three advertisements in the “Own the sky” campaign tailored to specific pillars: growth, revenue and cabin.  They underscore the A380’s benefits, including enabling airlines to strengthen their markets, controlling market share and fares; providing opportunities to capture growth while offering unmatched comfort and global accessibility; and increasing network productivity by maximising the efficiency of arrival and departure waves.

Doric Lease Corp CEO Mark Lapidus acknowledged the factors that inspired the “Own the sky” campaign when he said his company’s 20-aircraft commitment probably would not be enough to meet demand once potential leasing customers realize the economic benefits of adding the A380 to their fleets.   

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