Garuda ramps up efforts to become global brand; inks deal with Liverpool FC

Indonesia’s national airline has recently made concerted efforts to increase international awareness of the brand as it drives through its “Quantum leap” programme to transform into a “global carrier”.

The three-year partnership will allow Garuda Indonesia to use Liverpool FC facilities for marketing communication campaigns. This includes pitch-side LED boards board at Liverpool FC’s home ground Anfield stadium, which will allow Garuda ads to reach viewers across the globe.

Garuda Indonesia will also be granted access to reach the 10 million Liverpool fans through the football club’s official Facebook account and its one million Twitter followers.

It will also see the Liverpool FC team use Garuda Indonesia at its official airline when touring to destinations served by the airline.

Amsterdam is currently Garuda Indonesia’s only European destination, so it does not fly to the club’s local Liverpool John Lennon airport. But the Liverpool FC players are set to use the airline during a tour next year to several countries, including Indonesia.

Garuda Airlines is the latest Southeast Asian brand to turn its attention to the EPL. Campaign Asia-Pacific recently revealed that the EPL has become a significant part of marketers’ overall plans and budgets as Southeast Asian consumers show a growing interest in the sport.

Garuda Indonesia has also called a creative and media review, tipped to be the “pitch of the year”. Again, the review is part of Garuda's strategic plan to build a stronger brand.