Imagine that you are a member of the brand and marketing team for an established low-cost airline. Your airline is set to announce the start of a new route to a new destination.

(a) Describe the different methods that your airline may use to promote this new route.

(b) Your airline is considering starting to sell tickets via a major Global Distribution System (GDS), but some senior managers at the airline are very much against this proposal. Explain some of the key advantages and disadvantages of distributing tickets in this way, and suggest reasons why some of the senior management team may oppose this move.