ITASCA, IL: Aircell, a company that provides Wi-Fi services for airlines across the country, has rebranded itself as Gogo after observing consumers' affinity for the in-flight title on social media networks.
“We quickly recognized that that's where the equity is in our brand,” said Ash ElDifrawi, Gogo's CMO.
The company's AOR, Sparkpr, has been getting the word out about the changes using traditional methods, inlcuding events and press outreach. But even though the agency doesn't work directly on its client's social media networks, Sparkpr account manager Tory Weiss said the firm still notices trends and gives advice on tweets and posts.
Gogo does most of its social media work in-house, with one person focusing on Facebook and Twitter and customer service representatives answering technical or consumer-related questions. In order to monitor online success and engage with fans, the company uses Radian6, which was recently hired to analyze data from the Twitter Town Hall meeting.
Gogo says it saw significant activity and increased popularity on its social channels when the change was initially announced, but the buzz has slowed since last week.
Despite a few negative remarks from fans on Facebook and Twitter regarding the new logo, the company plans on keeping the design, which was created to better fit the digital world.
In addition to pleasing social media followers, ElDifrawi said Gogo decided to change its name and look in order to show customers the next stage of the company.
“The way you evolve the perception of your company among consumers is by delivering great products, not just about messaging,” he explained. “We call it a rebrand, but it's actually the next stage of our evolution.”
The new and improved Gogo now keeps consumers “more connected” with Wi-Fi during flights by providing them with the abilities to watch videos, shop, engage in social media, play games, and more.
“This is internet in the sky, and that's pretty powerful,” ElDifrawi added. “We should only be limited by our imagination about what we bring to people when they're flying.”
The Aircell name will still remain as the company's business aviation brand.