How airlines are engaging today’s consumers with the state of innovative marketing initiatives

SimpliFlying | airlinetrends.com airline marketing April 2013 the state of airline marketing welcome.

Airline marketing is undergoing a phase expect travelers inundated with one-way with just accepting whatever good or ill important not just to be creative and that’s exceedingly exciting, unpredictable marketing messages to respond “because the airline dishes out to them. They are innovative yourself but to be more striking and creative. Faced with ever more people need to fly.” extremely tuned in to the power of social than your immediate competition as well. experienced consumers, who routinely Second, effective airline marketing media, as citizens of a virtually connected However, given the speed at which things ignore the commercials and ads thrown today employs a hybrid model. The world. An airline brand can no longer move in digital media, it is no easy task to at them, airline brands are finding new pervasiveness of Internet and social be “controlled” by the management and stay on top of the latest trends, fads and ways to break through the advertising media users almost necessitates the corporate speak. innovations. clutter to reach and engage consumers. adoption of marketing tactics that The bottom-line: Airline brands are Over the last six months, SimpliFlying Besides dreaming up experiental involve both the online and offline moulded as much by management direction and airlinetrends.com have published a marketing and creative – traditional spaces. Even when the real initiative as by the goodwill of social advocates. If premium Airline Marketing Benchmark media-based – initiatives, airlines around happens offline, airlines, more often than you’re not where your customers are, if Report. Published monthly, the report the world are equipping themselves with not, depend on their online audience to you’re not connected to them and tuned contains a selection of 15 of the most the tools and know-how to conquer the spread the buzz. in to their behavior, you’re going to lose a innovative marketing and advertising digital marketing revolution, experimenting Third, and perhaps most lot of business. The bad news is you cannot campaigns launched by airlines around the with new social media platforms and importantly, airline marketers now control the flow of opinion about your brand world and assesses their impact. launching mobile campaigns that link the have access to powerful tools to run online. The good news: customers are happy Across the close to 100 innovative online with the offline world. efficient campaigns that could not (and in fact they want) to engage with you marketing initiatives that have been have been dreamt of even 5 years ago: and spread a good word about you. Be featured to date, we have identified New principles, new think crowd-sourcing, location-based transparent, responsive, and helpful online. 8 trends that range from experiental opportunities campaigns and the like. That’ll go a long way! to location-based, co-creation and There are a number of factors that have social loyalty initiatives and reflect contributed to this renaissance. First, this Marketing to the Airline Marketing the current state of airline marketing. is the age of ‘inclusive advertising’. Quite Connected Traveler Benchmark Report This is the time to be creative and simply, it is no longer reasonable to Today’s travelers are no longer contented In such a fast-moving environment, it is to dream big!

02 the state of experiental crowdsourcing airline marketing Faced with ever more experienced Airlines have used crowdsourcing as an consumers, who routinely ignore the effective means to a variety of ends commercials and ads thrown at them, such as product innovations, for a tablet airlines are finding new ways to break application, loyalty tier rewards and for through the advertising clutter and are improving hand luggage respectively. turning to brand experiences in order to capture the imagination of today’s viral videos consumer. In today’s online arena, those brands that come up with a creative and contents social care compelling ‘traditional’ commercial will be Today’s traveler is always tuned in to his rewarded for their creativity as their social networks via a mobile device work will spread very fast around the while travelling. In times, when frustration world. with a product or service can be vented (and spread) in an instant, it is important social loyalty & gamification for airlines to tackle the problem at the Airlines are tapping into location-based place where it occurs, building goodwill as services to track loyalty in terms of well, since everyone can see the responses. repeat visits as well as social advocacy. By offering real-world rewards to on location fans and followers who promote their Brands want to reach customers where brand online, airlines add an element of they are. Instead of pulling customers gamification to their marketing. and users out of their comfort zones, airlines are increasingly “going to the meme jacking customer”. And what better way to do An internet meme is a concept that this than to design initiatives based spreads from person to person via the where you are located? internet. It can be anything from an image to a video to a hashtag. The back to reality popularity of internet memes and their Airlines have woken up to the need to deep association with the “internet connect with “real” people. There is culture”, makes them an effective a growing focus on everyday people, away marketing tool for airlines to create buzz from stereotypes, supermodels, around their brands. celebrities and professionally made pictures/videos and airlines are seeking user-generated content or for example feature airline staff that share their day- to-day life.

03 the state of airline marketing experiental

Faced with ever more experienced similar note Air France and Austrian let attention in an unconventional way. consumers, who routinely ignore the food trucks tour Manhattan that handed The viral nature of the videos of these commercials and ads thrown at them, out free food. flashmobs is huge, with Finnair’s surprise airlines are finding new ways to break onboard celebration of National India through the advertising clutter and are onboard events Day being viewed nearly 5 million times turning to brand experiences in order A growing number of airlines organize on YouTube and Turkish Airlines’ ‘onboard to capture the imagination of today’s surprise onboard events in order to add samba’ generating 1 million views so far. consumer. In an age of social and digital an extra dimension to the flight. And if the “consumers media, here are four real-world tactics: initiative really catches on, the news will routinely ignore surprise gifts spread fast via social media, and generate By infusing their marketing initiatives with brand spaces lots of relevant exposure. Examples include the commercials an element of geberosity, airlines generate Real-life interaction in a non-aviation airBaltic’s ‘onboard magician’, Southwest’s and ads thrown at much needed sympathy in return. We setting is an effective way for airlines ‘Live at 30,000 Ft’ concert series, Virgin have seen airlines such as Virgin America, to let the public experience their America’s ‘Mile High Fashion Shows’ and them, airlines are Delta, Brussels Airlines, SAS, and airBaltic products and services. For example, Finnair’s ‘Angry Bird’-themed flight. finding new ways use the luggage belts in the baggage Delta has created ‘Sky360 Lounges’ at claim area to surprise passengers with food festivals and at home venues of flashmobs to break through free gifts to celebrate Christmas, Easter or sports teams the airline sponsors, while Wiith their surprise and creativity Valentine’s Day, while LAN has surprised Southwest has established outdoor factor, flash mobs have been on the rise the advertising patrons of restaurants in the US with a café’s NYC, Denver and Atlanta. On a with airlines looking to draw customer clutter” free ticket. 04 the state of airline marketing

experiental Delta ‘Power Up Lounge’ at TED2013 “The Photon Shower was As part of its status as the official airline is about ensuring its passengers can sleep for the annual TED conference in on its planes while they are en route to designed to California, Delta showcased its renewed their destinations. illustrate-in a fun focus on sleep at the 4-day conferende at The Photon Shower, along with the end of February. Delta’s new amenity kits, charging and creative The airline hosted a talk from renowned stations and a juice bar, were located way-how serious Oxford neuroscientist and sleep expert in Delta’s “Power Up” lounge, a space Dr. Russell Foster addressing jet lag and designed to help revitalize and energize the airline is how the eye tells time and demonstrate TED attendees. Conference goers could about ensuring its his research in action with the world’s first also relax and wind down in Delta’s ‘Photon Shower’ – a small light chamber “Power Down” lounge, a second ‘brand passengers can that conference attendees could enter space’ featuring flat-bed seats with for a short period of time to help reset Westin Heavenly In-Flight bedding, nap sleep on its planes their body clocks through a personalized, pods, and white noise calming music. while they are rejuvenating light treatment. Delta also installed a ‘Sleep Bar’ at the According to Delta, the Photon Westin Long Beach to promote its new en route to their Shower was designed to illustrate--in a fun inflight amenities partnership with destinations.” and creative way--how serious the airline Westin Hotels.

05 the state of airline marketing social care

The biggest, and perhaps the most expect information to be disseminated fortunate, casualty due to the growth of and questions to be answered on their social media has been the laidback attitude social networks. They no longer have the of airlines with respect to customer-service. patience to wait on a busy phone line. Rewind to the call-center age and you’re Second, if such expectations are not met, likely to recall bitter memories of endlessly and complaints go unheard, the resultant busy lines, a frustrating experience involving online backlash is likely to damage the pressing an endless sequence of numbers brand significantly. and ultimately, if you’re very unlucky, a by- However, apart from the necessity the-book customer-care agent. of the function itself, there are also Not any more. Social networks such advantages to offering customer service as Facebook and Twitter – with their huge through such channels. For the airline, it audiences have woken airlines up to the can act as a significant branding exercise, “consumers need of offering real-time customer service building goodwill and customer support, routinely ignore via social channels. since everyone can see the responses. Consider a simple fact: today’s Moreover, it can also better assess the commercials traveler is almost always tuned in to his problems (especially those related to and ads thrown at social networks via a mobile device while operations) in real-time and rectify travelling. In times, when frustration with them. The best part is that even other them, airlines are a product or service can be vented (and customers, who know the answers, finding new ways spread) in an instant, it is important for might chip in to help those in need. For airlines to tackle the problem at the place customers, such channels are a welcome to break through where it occurs. relief from the past and symbolic of a The need for customer service via brand that is more sensitive to their the advertising social channels is two-fold: first, customers needs. clutter” 06 the state of airline marketing

social care Delta Assist

In April 2010, when Delta Air Lines as well. At the same time, it inspired OTHER NOTABLE SOCIAL CARE decided to dedicate a Twitter account, other airlines to set up similar social care INITIATIVES are being run by airlines such @deltassist, purely to addressing accounts on social media. as KLM, SAS, American Airlines and AirAsia, customer service issues, it was hailed as Delta Assist promises to offer 24/7 who are already investing significant a revolutionary move. It was arguably support and claims to reply to every resources in their social care platforms. also the first major step towards moving query within 9 minutes on average, a to an era dominated by customer- benchmark that the rest of the industry brand interactions that would primarily is racing to catch up with. It has amassed occur online. Delta Assist’s success – a Twitter following of over 80,000 people measured as a function of how delighted and an average day sees it send out over customers were to receive speedy 110 tweets. responses to their queries online – saw Today, Delta Assist remains the the team behind the Twitter handle most prominent example of how social grow manifold as it scaled up to respond media can be effectively used to provide to the steadily increasing number of not just speedy customer support, but queries that customers asked online. also to disseminate a variety of other Delta Assist expanded from Twitter information to a large number of people to responding to queries on Facebook with very little effort.

07 the state of airline marketing on location “From the Internet of Things to Augmented Reality, new technologies are rapidly fusing online and offline, ensuring that Brands want to reach customers where compete to become the ‘mayor’ of a route consumers are they are. Instead of pulling customers and by rewarding frequent flyers with the most users out of their comfort zones, airlines Foursquare check-ins on each flight. never fully offline. are increasingly “going to the customer”. The rise of location-related initiatives, Responding, And what better way to do this than to from GPS-based apps and social network design initiatives based where you are initiatives to real-life scavenger hunts, or brands are located? discounts hidden in a square are part designing Turkish Airlines, for example, tapped of efforts to humanize the social media on the Olympic fever with a QR-code experience and connect the real-world experiences based campaign at strategic bus stops with the virtual. Contrast this to airline in London. American Airlines promoted marketing of the yesteryears where the that bridge the the addition of a new Boeing 737 into its only true connection you would have gap between fleet by organizing a scavenger hunt in made with the airline brand would have Miami based around a Twitter hashtag. been at the airport and, subsequently, consumers’ real Lufthansa, meanwhile, lets passengers within the plane itself. and virtual worlds.” 08 the state of airline marketing

on location Air France ‘Music in the Sky’

The latest campaign that comes out of Air year. Says the airline’s SVP Corporate “Users can test France’s Music’ is a global mobile music Communications Adeline Challon-Kemoun, discovery app. ‘Music in the Sky’ is an app for “music plays a central role in brand their music iPhone and iPad that allows users to ‘unlock’ communication” for the airline” new tracks by pointing their devices upwards Downloadable through the iTunes knowledge on the to the sky. The app uses an augmented store, the app was announced across app to win ‘other reality element for users so that songs show Air France and Air France Music’s up on the screen as little dots with music social media profiles, giving it unreleased tracks, notes inside them. Users can then capture a exposure to nearly 120,000 fans. concert tickets or song and add it to their playlist. Additionally, publications such ‘Music in the Sky’ also features different as PSFK and FastCo picked up on its even air tickets’ tracks in each country; so frequent blend of music, travel and tech. travellers can discover more music through by finding hidden the Air France Music mobile platform. OTHER NOTABLE CAMPAIGNS include games in the sky Additionally, users can test their music Turkish Airlines’s QR Flags campaign knowledge on the app to win “other during the London Olympics, American during certain unreleased tracks, concert tickets or Airlines’ #Hello737 initiative to welcome its times of even air tickets” by finding hidden games new airplane and Delta Air Line’s ‘Find the in the sky during certain times of the Red Coat’ scavenger hunt. the year.

09 the state of airline marketing back to reality

“To truly prosper, Airlines have recognized the changing audiences are willing to speak to you and generated content or create content brands will have social dynamics brought about by social support you if you give them a say in your that does not look tailored to the extent to ‘move with media. Today, celebrities are more brand; conversely, the same audiences of appearing artificially professional. accessible than ever before. And the will not hesitate to wreak havoc on your Airline staff is being encouraged to the culture’ ordinary person has the opportunity to brand online if brushed the wrong way or share their non-corporate life and day- gain stardom – perhaps more than ever ignored. to-day business, user-generated content and become before in history. In fact, it is the ordinary Keeping this in mind, airlines have is reigning supreme. Idealized images more human: person’s voice that is heard louder and woken up to the need to connect with no longer work on social media, it’s a clearer on the internet and social media “real” people. Moreover, it’s not just about democratized world of communication empathetic, these days – consider the political, think real people but real situations as well, were only real, or, crucially, “real-looking” transparent, about the Arab Spring; consider amateur away from the fantasies of yore. There is a works. stand-up comics gaining widespread growing focus on everyday people, away generous, humble, popularity. from stereotypes, supermodels, celebrities For airlines specifically, the common and professionally made pictures/videos. honest, humorous.” man is important for two reasons: large There is a tendency to seek user- – trendwatching.com

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back to reality American Airlines ‘Behind The Scenes’

AA’s ‘Behind the Scenes’ initiative focuses on Says Jonathan Pierce, AA’s director of providing a human view of the goings-on social communications: “We’re really just “We’re really just behind the scenes of the airline’s operations. trying to be more transparent and more trying to be more American created a series of short videos open, and social (media) is about giving on YouTube in which people who work the customer an opportunity to connect transparent and with American Airlines every day were with American and have a conversation more open, and interviewed. The documentary-style videos with the brand, and we’re embracing that. feature topics like the logistics of weather We feel as though this is a great way of social (media) delays, the de-icing process to what happens saying to our customers, ‘Tell us what to passengers’ bags after check-in. you want to hear from American. Tell us is about giving OTHER NOTABLE CAMPAIGNS Airline officials say that in an age what you what to know.’” American’s the customer include: Vueling’s AirGallery, Southwest when a traveler’s gripe can echo loudly campaign has been well-received, peaking Airlines’ ‘Business Travel Challenge’, TAM’s across the Internet, American Airlines are at nearly 11,000 views for the checked- an opportunity ‘Dialogos’ , Virgin Atlantic’s ‘Air-prentice’ , launching video programs aimed at giving bag video, with numerous blogs and sites to connect with Air New Zealand’s ‘The Great Walker’ and customers a realistic look at the inner taking note of AA’s more open style of Cathay Pacific prominently featuring its workings of their operations. communication. American...” crew in its campaigns.

11 the state of airline marketing crowdsourcing

“Brands are opening up: adopting a humble attitude and accepting that they might not be the (only) source Crowdsourcing, put simply, is the seeking Secondly, inviting your customers to of ideas, opinions, solutions or feedback have a say in your brand or product is a of good ideas. In from large audiences. While this can also great way engage them. It also makes this way, traditional be done offline, the existence of social them feel like they have a skin in the game, platforms has made it very simple and which subsequently builds customer loyalty. distinctions easy to instantly reach out to many people Often, rewards are given for inputs as well, and tap their brains. further strengthening the bond between between consumer The ever-increasing numbers – and, the customer and brand. and producers by extension, existing and potential Airlines have used crowdsourcing as customers – on social media, have brought an effective means to a variety of ends are increasingly with it a handy two-way advantage for such as product innovations, for a tablet blurred.” airlines. Firstly, large audiences are a application, loyalty tier rewards and for – trendwatching.com treasure-trove of ideas and inspiration. improving hand luggage respectively.

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crowdsourcing Baltic Miles ‘Brainstorm’

BalticMiles, airBaltic’s stand-alone multi- received over 400 ideas, measured about OTHER NOTABLE CAMPAIGNS include partner loyalty program, launched its 6000 interactions, and added 1500 new Vueling’s airgallery, JetBlue’s ‘Think Up’, Brainstorm platform with SimpliFlying, fans within 30 days, in addition to receiving Lufthansa’s ‘Future of Hand Luggage’, on Facebook. The idea behind the initiative well over 20 ideas with more than 100 KLM’s Delicious Art Sandwich Packaging involve BalticMiles program members “Likes”. and TAP’s ‘Give Wings to Your Sandwich’. in program and promotions design and BalticMiles announced its first fan- partner recommendations to best suit inspired project three months after the their needs. campaign - A rewards project that Each month, a specific topic for idea- guaranteed bonus points to all loyalty generation is put on Brainstorm, and members who visited 5 merchant partners the top 20 ideas submitted by members within a period of time. In February 2013, which reach 100 “Likes” receive 5000 BalticMiles won the Global Innovation in points each, with the top 3 ideas selected Technology Award at Loyalty 2013 for for implementation by airBaltic receiving its Brainstorm initiative. Going forward, 100,000 points and a collaborative BalticMiles hopes to grow to 3 million execution process that involves the members from 500,000 now by 2015. Full “winners”. On its first run, Brainstorm case study here.

13 the state of airline marketing viral videos

In today’s online arena, those brands has been the revival of the traditionally regulations: they have become part of the that come up with a creative and boring airline safety video. As airlines airline’s identity, doubling as marketing compelling ‘traditional’ commercial will are thinking outside the box to create tools and raising awareness of the carrier be rewarded for their creativity as their flight safety videos that passengers, and around the globe. Says Jodi Williams, work will spread very fast around the those safely on the ground, actually enjoy head of global brand development at world. For example, relatively unknown viewing, some of the videos have become ANZ, “We don’t have big budgets for big Norwegian regional airline Wideroe saw commercials in their own right. advertising. So we have to work really its very cute ‘Grand Pa’s Magic Trick’ Started as a way to get the hard to make our dollar stretch and get commercial ‘take off’ online with over 1 attention of flyers onboard, most notably our share of voice.” “We don’t have million views on YouTube. Air New Zealand has developed a More recently, airlines such as Turkish Airlines, meanwhile, received reputation for its unusual safety videos, Delta, Thomas Cook and Portugal’s big budgets for big global recognition because of its clever with previous versions featuring flight TAP have taken to their own creative advertising. So we ’Fly With The Best’ commercial which attendants wearing nothing but body ways to develop their safety briefing. brought together basketball “best” Kobe paint, fitness guru Richard Simmons Delta Air Lines, for example, invites fliers have to work really Bryant with soccer “best” Lionel Messi. taking passengers through an exercise to find various bizarre details in their hard to make our Launched on YouTube in early December routine, and another featuring the safety videos — a “What’s wrong with 2012, the commercial brought in over 53 nation’s All Blacks rugby team. this picture?” approach that includes dollar stretch and million views within a week (and over 100 For Air New Zealand the cameos by a big yellow robot, a tiny get our share of million views so far). unconventional videos are about much suitcase and the semifamous flight The biggest development, however, more than checking off a box on safety attendant known as Deltalina. voice.”

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viral videos Air New Zealand “The Bear Essentials of Safety”

Air New Zealand has become known for Rather plane seats and passengers appear online by more than 2 million people on its inventive approach to the onboard at various stunning outdoor locations, YouTube, nearly 400,000 hits on Chinese safety briefing in order to attract the as you can see in the video. The video site Youku.com, and received extensive attention of passengers on board. The features Grylls keeping up his familiar coverage from media around the world. video have also prompted much free pattern ofsurvival tips, stowing a fish in an The most successful safety video so far publicity, and have become de facto overhead bin (a moss-covered hole in a has been the airline’s Hobbit-themed clip, commercials for the airline thanks to their rock), eating the exit path lighting (glow which has clocked up more than 10 million viral succes online. worms) and oxygen masks falling from a views on YouTube. ANZ now has taken the survival theme tree, which Grylls described as a could-be to a new level by asking British adventurer “portable loo.” and Man v Wild star Bear Grylls to take Online viewers of the “Bear Essentials passengers through the basics of luggage of Safety” can also win a trip for two to stowage, seatbelts, oxygen masks. The New Zealand from anywhere in the world video, called ‘Bear Essentials of Safety’, by answering a question below the video. contains no actual shots of a plane interior. The video has already been viewed

15 the state of airline marketing social loyalty & gamification

Many airlines today have discovered that long-run, miles earned as a Frequent Flyer. champions: People who think highly of the a better way to engage customers is by Virtual check-ins via location-based brand and are willing to gladly promote gamifying the experience. Gamification, in social networks have been growing and recommend it. a nutshell, is the addition of a competitive rapidly. For example, Foursquare claims For example, Air New Zealand rewards element to an engagement tactic, which that in 2012 they added nearly 15 million Foursquare Mayors (people with the most leverages the inherent human desire to do new users, and had their 3,000,000,000th number of Foursquare check-ins) of certain better than others. It can be as simple as check-in. Recently, Atlanta Airport terminals with free access to their Koru “Many airlines collecting more virtual points than peers became the first Foursquare location to Lounges. Across the Pacific, when Virgin today have or “truer” gamification such as competing clock over a million check-ins. America cleverly set up a social scavenger in an online game-show. In reponse, airlines are tapping into hunt for guests to discover its new hub discovered that Contrast this with airline marketing of location-based services to track loyalty at San Franciso Airport’s Terminal 2’s the not-so-distant past where broadcast in terms of repeat visits as well as social innovative features, guided by Foursquare a better way to advertising campaigns ruled the roost, advocacy. Even airlines with traditional “check-ins”. By virtually “checking-in” at engage customers there was no prerogative to engage the loyalty programs have started toying with various spots in the airport and announcing customer and the only rewards would the idea of driving loyalty by engaging their presence on social networks such as is by gamifying the have either been one-off, no-contact ticket customers online. Offering real-world Facebook and Twitter, participants earned experience” contests that resembled lotteries, or in the rewards for virtual actions creates brand badges redeemable for prizes.

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social loyalty & gamification Delta x TripAnomaly

Several airlines have launched initiatives share their location at a Delta terminal or OTHER NOTABLE CAMPAIGNS include that incorporate social elements into their gate area at the airport on Facebook to JetBlue’s Go Places initiative and Air New loyalty programs. Examples include Virgin receive 80 SkyMiles per check-in. Zealand offering free access to their Koru America’s work with TopGuest to award The check-in takes place through Lounges to Foursquare mayors. Elevate points for check-ins, JetBlue’s TripAnomaly’s own website, via which similar deal with Facebook Go Places, and it is posted to Facebook. The back-end Estonian Air’s AirScore which rewards its infrastructure to track check-ins would social advocates with points that can be be provided by TripAnomaly to SkyMiles redeemed. for Delta to award. While loyalty points The latest initiatives comes from Delta have often been seen as applicable mainly and TripAnomaly, a travel startup, who for frequent-flyers, apps and services have jointly launched an initiative to award like TripAnomaly’s can be seen as the SkyMiles for location-based check-ins. In entryway for increased engagement with this arrangement, SkyMiles members can a greater number of travellers.

17 the state of airline marketing meme jacking

Any regular user of the internet and social Gangnam Style route launch for their new networks would be no stranger to internet flight to Seoul. memes. Examples abound: Cat photographs, While memes are a great way to ride Gangnam style dance parodies, “Harlem a wave of popular culture and engage Shake” videos, Lolspeak and many more. audiences, it is worth remembering that Simply put, an internet meme is a memes generally have a short shelf- life. concept that spreads from person to Hence, good timing is essential for such person via the internet. It can be anything initiatives. Incorporate a meme that is past from an image to a video to a hashtag. its time and you will likely be derided. The popularity of internet memes and their Furthermore, such initiatives are deep association with the “internet culture”, likely to be enjoyed more by a younger “I Kiss You! is one of the first widely makes them an effective marketing tool to demographic; hence, adequate care must promote and create buzz for products. be taken to match the initiative with the circulated Internet memes based on Airlines have jumped on to this target market. The good news is that it’s bandwagon as well. Lufthansa, for instance, easy to track the latest memes and fads the personal homepage of Mahir Cagri hopped on to the fad of “planking” to and they are a very cost-effective solution from Izmir, Turkey, who unknowingly promote their new lie-flat business-class to promoting products and offering good seats. British Airways recently held a reach within audiences. pioneered the movement back in 1999.”

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meme jacking Lufthansa ‘Business Class Planking’

Lufthansa was the first airline to take people like lying down.” The idea behind OTHER NOTABLE CAMPAIGNS include delivery of the passenger version of the the video, which has generated nearly EasyJet France’s Urban Knitting artwork to new Boeing 747-8i last year, which also 200,000 views on YouTube so far, was that show its connectivity in Europe, Lufthansa featured the airline’s new full-flat Business people naturally like to lie down, and that India’s Go Full Flat ad spot, T’way Airways’ Class seat. Lufthansa makes it happen with just one T’Way Style Parody and British Airways’ To promote its new Business Class touch in the new Business Class cabin. Gangnam Style Route Launch. product, the airline collaborated with To drum up curiosity, the day before German creative firm Kolle Rebbe to the release of its ‘Planking’ spot Lufthansa create a short campaign putting a released an 11-second teaser on YouTube humorous spin on the act of lying down. showing a man planking and copy stating The spot features people in lie-flat positions “One more day.” This video alone in various locations around the world got over 3,300 views. The ‘Planking’ such as libraries and diving boards, with commercial was also featured on television copy stating that Lufthansa’s launching a in Germany and at cinema preview guaranteed lie-flat experience “Because screenings in India.

19 the state of airline marketing stay in the know. “The monthly benchmark reports are a great resource for Turkish Airline’s marketing strategy. In today’s world, where the flow The airline benchmark report of information is constant and overwhelming, these reports are designed to serve the most Published by airline branding specialist reports helps agencies that work with Click here to download relevant and inspirational case- SimpliFlying and market research airlines stay on top of the latest airline a sample report. studies from the global airline agency airlinetrends.com, the Airline marketing innovations and initiatives. sector. They fulfil our needs very Marketing Benchmark Report contains a For any questions about the report, well.” wide range of airline marketing case please contact Shubhodeep Pal at – Neşet Dereli, Interactive Marketing studies each month, providing you with [email protected]. Manager, Turkish Airlines the latest and most innovative social, “The Airline Marketing digital, experiential and traditional airline Pricing and Sample Report Benchmarking Reports have “LAN Airlines has found these marketing campaigns, and assesses their USD 495 per month proven to be an effective benchmarking reports very effectiveness. Monthly subscription resource for monitoring airline insightful when it comes to Whether you’re looking for Subscription can be stopped any month advertising and social media staying abreast of the latest inspiration or are eager to help your campaign trends. Airlines that marketing innovations. We have airline move into the next stage of USD 550 per month consistently seek to differentiate, been able to use these case engagement, while also understanding Single edition innovate and find new ways to studies in our strategy meetings, how your airline marketing initiatives One-time purchase connect with passengers will find to ensure we stay ahead of compare to campaigns from competitors these reports to be an invaluable competition as the leading in general, these reports are USD 4950 per year tool for creative inspiration and airline in Latin America” indispensable for airline professionals Yearly subscription benchmarking.“ – Emiliano Homps Borrajo, Director, working in the field of marketing and 12 issues, subscription starts from month – Dan Neville, Regional Director, Airline International Marketing, LATAM Airlines corporate communications. The monthly of order Marketing, Boeing Group

20 the state of airline marketing about us.

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