No-frills airline Air India Express is preparing to bolster its brand visibility online, especially among the expatriates in West Asia and South East Asia, according to a tender document. As it embarks on ambitious expansion plans, Air India Express has floated a tender soliciting interest from entities that can set up and manage ‘search engine marketing channels’ for the airline.
The profitable carrier's tender also comes amid the Government working on the final contours of strategic disinvestment of its parent Air India, which has been in the red for long. Air India Express is looking to ‘develop a search engine marketing strategy’ and ensure its effective implementation as part of ‘revenue optimisation strategy’, as per the tender document.
Besides, the carrier wants to reduce the dependence on ‘traditional media and sales channels’. An airline official said the main idea is to increase the brand visibility of Air India Express through the online medium, especially as it prepares to increase frequency of flights as well as expand into newer markets.