Brussel Airlines : the media point of view – Can massclusivity be achieved in the airlines sector ?

A few years ago the aviation market has been turned upside down by the arrival of the low cost companies which has fundamentally changed the selection criteria: price and time schedule versus the trust in a company and the strength of the brand.

From a sector rather exclusive, reserved to business men and women or individuals having the means to travel under the required service, it gradually democratized and in some cases can be perceived as being a convenience.

How, as a brand A, and national air company, continue to provide the passenger with a relevant and varied product offer, with a real added value leading to the brand preference in a market where the price seems to be the most important? A nice challenge…

Presentation will be held in French.

Nathalie ERDMANIS – Vice President Marketing, Brussels Airlines

Nathalie Erdmanis graduated as Commercial and Management Engineer at the École de Commerce Solvay (ULB).She started her career at Danone as Brand Marketer.

Afterwards s she went to Winterthur Europe Insurance, as Market Manager Personal Lines, before joining the Group of mineral waters SPADEL, where she assumed the responsibility for BENELUX/FR as Group Brand Manager for the brands of sparkling waters (Spa and Bru) , and afterwards for the whole range of SPA products for Belgium.

She then started at McDonald’s Belgium as Director of Marketing, where she also took the responsibilities of Corporate Communication in the function of Marketing and Communication Director.

In June 2013 she joined the world of telecommunication and became Marketing Director B2C at Mobistar.
She has been member of several juries: BMI, AMMA & BOBA, and gave courses in strategic marketing at the Worldwide Hamburger University (Chicago) as well as at the ECS (European Communication Schools). She has won 2 Effie awards.

At least in July 2014 she joined Brussels Airlines where she is accomplishing the function of Vice President Marketing.