The Civil Aviation Communications Summit (CACS) was conceived as the nexus at which all sectors –authorities, associations, airlines, airports, fuels, ground handlers, OTA – would come together under the common vision of improving the sustainability of the aviation industry through exchanges of working solutions and creative strategies forged by leaders in different parts of the world.

The global airline industry is highly competitive and in the past many airlines have been forced to compete primarily on price and schedule. However, empowered consumers have grown accustomed to seeing significant improvements in their experiences with things they buy. Consider how cars have progressed even in the past decade, with upgraded safety and entertainment features, and far better handling and fuel consumption. Yet air travel has not followed this pattern. For many enterprises who are taking their brands global, the results are undesirable and remain to be a grumble-worthy experience.

Consumer satisfaction is challenging for carriers to address because upgrading the “hard product”-the aircraft-is an expensive way for airlines to differentiate themselves, and the payback could be long in coming. Enhancing the“soft product”-through a welcoming customer experience and a seamless branding strategy across all aspects of air travel, from reservation to touchdown — is cheaper, but often more difficult to implement.

At CACS 2015, world-famous companies in aviation industry including CNN, Reuters, Facebook, Twitter, Forbes, Singapore Airlines, Etihad Airways, Finnair, Xiamen Air, AirAsia and Cathay Pacific Airways, as well as public relations corporations such as Ogilvy & Mather, Manning Selvage & Lee and PR Newswire will be invited to address issues like how to stand out in your market and grow your business, how to make existing brands more successful, how to create a brand architecture that helps customers navigate their way to what they want, how to get noticed & make your message stick, how to maximize the impact of your communication efforts & investments etc. Moreover, a closed-door meeting will be held at the summit. Latest reports from IATA, SITA, ICAO, OAG, Ctrip, CARNOC and other international organizations will also be released at the same time.