Air industry chiefs given starring role in BBC’s The Apprentice
The latest episode of the BBC’s The Apprentice included guest appearances from aviation industry experts as the hit show’s two competing teams were given the task of designing a brand for a new budget airline.
The teams had to pitch their ideas to an audience of 300 airline employees and a panel of industry experts, including British Airways’ chief commercial officer Adam Daniels, London City Airport CEO Robert Sinclair and BA’s brand and customer experience director Carolina Martinoli.
One of the pitches was for a business airline called Manage Air, but Daniels (above) said the team’s choice of AC/DC’s Highway to Hell for the advert was ‘unforgivable’. "Do you honestly think that for an airline, Highway to Hell is a really good choice?" he asked the team. They replied that it was supposed to be funny.
Meanwhile, Martinoli wanted to know how an airline could guarantee a kids-free, noise-free, hassle-free airline as promised in the advert.
The second team fared even worse with their choice of ‘Jet Pop’ for the name for their ‘party’ airline.
"Imagine if you are in the departure lounge and you hear the call flight 0001 to Ibiza on Jet Pop, are you going to be concerned your flight might pop?" asked Sinclair (below)
He also queried whether it was wise for their advert, which included a couple drinking bubbles, to promote excessive drinking on flights, and if it was sensible to ‘create a party atmosphere at 30,000 feet’.
Daniels also criticised Jet Pop for the uniform, which included a short skirt and halter-neck, sleeveless top, describing it as ‘completely impractical’.
After taking onboard (see what we did there?) feedback from the experts, The Apprentice presenter Lord Sugar appointed Manage Air the winner and Jet Pop team leader Kurran Pooni was sent home.
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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