Oasis unveils livery as launch date arrives

<P>The territory's first long-haul low fare carrier, Oasis Hong Kong Airlines, has revealed its brand identity and aircraft livery, featuring a striking red colour theme.</P> <P>According to Louise May, head of marketing, Oasis Hong Kong, the colour was chosen to reflect Hong Kong's flag. 'Streaks of light' on the tailfin, meanwhile, symbolise the airline's dynamic and vibrant, innovative and creative personality, attributes she said were shared with Hong Kong consumers. "We wanted to bring alive a fresh new look. We're quite different and we're not as conservative as some of the legacy airlines."</P> <P>Designed by Japanese airline design consultancy Bio System , the name 'OASiS' also includes a smaller letter 'i', which demonstrates the importance of the online channel in allowing consumers to book their flights online. "One of the challenges about creating a visual identity for an airline is that you have to think of everything from the plan right down to the baggage tag," May said.</P> <P>She added that the airline is positoning itself as more than a low-cost carrier by offering low fares as well as a high level of service.</P> <P>The airline's advertising will consist of below-the-line and viral initiatives in the weeks leading up to its October launch. May said that above-the-line would eventually be needed to grow interest among its target segments, including SME travellers, families, and young consumers. The airline will begin its long-haul operations to the UK and plans to expand its fleet to five by the end of 2007.<BR></P>