Customers buying a full-priced ticket for travel during August will get a voucher for a $222 ticket during the months of November through March, Aeroflot says.
The $222 offer was the first price promotion in the history of the airline, which has just launched a major new ad campaign to spruce up its image.
The new ads, running for now just in Russia, feature a giant elephant flying over such international landmarks as the Statue of Liberty or London's House of Parliament. The elephant is meant to suggest reliability and power, two attributes consumers have not traditionally ascribed to the airline.
Aeroflot's ad agency is Premier SV, where Bruce MacDonald, the legendary Moscow adman, heads the Aeroflot account as executive director, international services.
The new campaign marks the first time the giant Russian airline has used television as an advertising medium. Aeroflot's new slogan - "Light on its feet" - also appears in print, radio and outdoor ads.
Aeroflot flies to over 80 destinations worldwide and is trying to build its long- haul routes with the $222 promotion, the company says.
Copyright August 1997, Crain Communications Inc.