Sometimes there's just nothing new in the sky. You may think there is and then it turns out that it's been done before.
KLM has announced that Amsterdam airport is to have a Junior Jet lounge for young passengers travelling alone. This comes as part of a package labelled Bluey. Amongst other things this also offers those up to the age of 12 a smart "crew" badge, a bag of goodies and special meals to order.
BA's predecessor BOAC first dreamed up the Junior Jet tag in 1956/7 with its Junior Jet Club which was launched an impressive and highly prized winged metal badge. Additionally there was an equally impressive and prized hard covered certificate-earning log book to be signed by the Captain. In fact the log book became so powerful in forcing parential choice of airline that in reality and unintentionally it became in a small way the world's first frequent flyer programme. In due course modernisers morphed the Junior Jet Club into a much more populist but less effective Skyfliers Club,the badge became plastic and over time the whole thing lost its allure.It was even advertised on the back of cereal packets. How exclusive and status building is that?
Now nearly 60 years later KLM ,taking over the Junior Jet title, might be about to re-invent a very (low) cost effective sales device. If they develop it further and get it right they may find it a much more powerful weapon than they had imagined. The light blues should raise a glass to the old foe, the dark blues across the North Sea.
KLM has announced that Amsterdam airport is to have a Junior Jet lounge for young passengers travelling alone. This comes as part of a package labelled Bluey. Amongst other things this also offers those up to the age of 12 a smart "crew" badge, a bag of goodies and special meals to order.
BA's predecessor BOAC first dreamed up the Junior Jet tag in 1956/7 with its Junior Jet Club which was launched an impressive and highly prized winged metal badge. Additionally there was an equally impressive and prized hard covered certificate-earning log book to be signed by the Captain. In fact the log book became so powerful in forcing parential choice of airline that in reality and unintentionally it became in a small way the world's first frequent flyer programme. In due course modernisers morphed the Junior Jet Club into a much more populist but less effective Skyfliers Club,the badge became plastic and over time the whole thing lost its allure.It was even advertised on the back of cereal packets. How exclusive and status building is that?
Now nearly 60 years later KLM ,taking over the Junior Jet title, might be about to re-invent a very (low) cost effective sales device. If they develop it further and get it right they may find it a much more powerful weapon than they had imagined. The light blues should raise a glass to the old foe, the dark blues across the North Sea.
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