Azul notes importance of social media

Azul communications and brand director Gianfranco Beting, speaking on the sidelines of CAPA's World Aviation Summit in Hong Kong, stated (29-Nov-2012) the carrier is currently the third largest carrier in Brazil with 850 flights per day, over 230 routes and 115 aircraft. He noted Brazil is social media and online "crazy" and the importance the carrier places on online media is indicative by the way the carrier spends on marketing including more than half of its budget on online marketing including google adverts, Facebook adverts and buying online media. The carrier spends the other half of its budget on offline marketing including "guerrilla marketing" which involves bringing people online. Azul sees online as being the funnel and offline marketing involves bringing people to the funnel. He also said the carrier's share of first time travellers has declined from 50% to around 25% at present as the carrier grows and positions itself as more of a business airline with more frequent travellers.