A co-branding effort by Indonesian online travel agency Traveloka and PegiPegi with Soekarno-Hatta International Airport has flopped after copping flak from netizens. The co-branded street signages, which were placed along the roads leading to the airport, have since been taken down by airport operator Angkasa Pura II.
The signages put up earlier this week read “Terminal 1 PegiPegi” and “Terminal 2 Traveloka”. The move led netizens to voice out concerns on Twitter, questioning if the move will misled people to think whether tickets bought at the respective platforms should be collected at the stated terminals. Others asked whether there has been a change of hands in terminal or airline operations.
Am I a fool mikir branding terminal di bandara agak nganu? Pasti bakal ada yang mikir: beli tix di Traveloka = nanti terbangnya dari Terminal 2?
Kalo mau brand experience ya full fisik di terminalnya aja, gak usah di rambu penunjuk jalan ~~ https://t.co/5mZpokxm7o
— Dhiratara Widhya (@dhiratara) September 15, 2019
Following the confusion, the signages were taken down and the process was captured on camera by netizens. A post by aviation enthusiast community Indoflyer.net with the pictures on Twitter has garnered over 200 retweets and 40 comments in two days.
In replies to netizens on the thread, Angkasa Pura II confirmed that the use of the phrases has temporarily ceased to avoid “misunderstandings or misperceptions” from passengers and airport customers. It added that the co-branding collaboration was set out with an aim to improve service and experience, and does not affect the operation of each airline.
Terminal 1 dan 2 Soekarno Hatta batal menjadi Terminal 1 Pegi-Pegi dan Terminal 2 Traveloka.
Tidak disebutkan alasan pembatalan tersebut.
Sumber: @contactap2 .
Tapi Terminal 3 tetap bernama Terminal 3 Perkantoran.
(((EH GA GITU YA BACANYA))) pic.twitter.com/0NxSIYR5so
— Indoflyer.net (@indoflyer) September 16, 2019
According to local media outlet Tempo, the collaboration will see Traveloka and Pegipegi introducing their products in the airport terminals. They will reportedly use 80% of the commercial areas in Terminal 1 and 2, and Traveloka will revamp Terminal 2 with a theme of “gateway to experiences”. Angkasa Pura II aims to boost the revenue of the airport operator and its partners through the partnership, added the report.
Meanwhile, Traveloka was rumoured to have acquired PegiPegi, which is one of its competitors, in December 2018, according to multiple media reports including Reuters. Traveloka has not responded to Marketing Interactive’s queries.
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