Braniff Airlines got in trouble in 1987 when it promoted its new leather seats in Mexico with the same campaign it used in the United States: “Fly in leather.” While the Spanish translation, “Vuela en cuero,” was alright throughout much of Latin America, it had a different meaning in Mexico, where the expression translated as “fly naked.” The promotion may have appealed to some flyers, but it was far from the message the airline intended to send. What should the company have done before launching the campaign?

• They should’ve done more market research to know what their competitors’ slogans are.
• They should’ve translated the slogan more carefully, without making grammar mistakes.
• They should’ve hired a local (Mexican) marketer for a consultation.

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In order to avoid the miscommunication that Braniff Airlines experienced with their marketing campaign in Mexico, several steps should have been taken prior to launching the campaign. Here are the key actions the company should have considered:

1. Conduct Thorough Market Research

• Understanding the local market is crucial. Braniff Airlines should have researched the cultural nuances and language differences in Mexico compared to other Latin American countries.
• Identifying competitors and their marketing strategies could have provided insights into effective messaging.

2. Ensure Accurate Translation

• Translating slogans requires careful consideration of language context. Braniff should have worked with professional translators who are familiar with local idioms and slang.
• Testing the translated slogan with native speakers could have revealed potential misunderstandings before the campaign launched.

3. Hire Local Marketing Experts

• Consulting with local marketers or advertising agencies would have provided valuable insights into cultural expectations and preferences.
• Local experts could have advised on how to craft a message that resonates positively with the target audience.

By taking these steps, Braniff Airlines could have avoided the embarrassing and unintended message of "fly naked," ensuring that their marketing efforts were both effective and culturally appropriate.