American Airlines ‘Behind The Scenes’ | Since the advent of the social web and its subsequent intersection with brand management, catchphrase topics like transparency, authenticity and information have become cornerstones of airline brand management. In this case they’ve taken center stage through a new campaign by American Airlines. Entitled 'Behind the Scenes', the campaign focuses on providing a human view of the goings-on behind the scenes of the airline’s operations. American created a series of short videos on YouTube in which people who work with American Airlines every day were interviewed. The documentary-style videos feature topics like the logistics of weather delays, the de-icing process to what happens to passengers’ bags after check-in. Airline ofcials say that in an age when a traveler’s gripe can echo loudly across the Internet, American Airlines are launching video programs aimed at giving customers a realistic look at the inner workings of their operations. Says Jonathan Pierce, AA’s director of social communications: “We’re really just trying to be more transparent and more open, and social (media) is about giving the customer an opportunity to connect with American and have a conversation with the brand, and we’re embracing that. We feel as though this is a great way of saying to our customers, ‘Tell us what you want to hear from American. Tell us what you what to know.’” American’s campaign has been well-received, peaking at nearly 11,000 views for the checked-bag video, with numerous blogs and sites taking note of AA’s more open style of communication.
Alaska Airlines ‘Paint the Plane’ | Alaska Airlines has recently launched a 'Paint the Plane' contest to celebrate fve years of serving the far-flung American state. The contest offers a chance for Hawaii students between kindergarten and the 12 th grade to submit a design that “honors Hawaii’s culture” and “captures the spirit of the islands.” In cooperation with the State of Hawaii Department of Education contest forms have been distributed to more than 400 schools and 218,000 students throughout the Islands. Alaska Airlines also provided teachers with promotional materials to spur participation among students. In early December, Alaska Airlines will shortlist the submissions down to three design fnalists, and the fnal ranking will be done from December 11 to 18 by Hawaii residents on the Paint the Plane website. The Grand Prize winner, to be announced in January 2013, will receive a $5000 scholarship and will have his/her design put on an Alaska Airlines 737-800 as a special livery. The ‘Spirit of the Islands’ contest is the third time Alaska Airlines has turned to the public to paint a plane. The Spirit of Alaska Statehood aircraft paint scheme was created by a 16-year-old Sitka student in a similar statewide contest celebrating Alaska’s 50-year anniversary. Last year, two soccer fans designed the MLS Portland ’Timbers Jet’ to celebrate the airline’s jersey sponsorship of the Portland soccer team.
7 | Airline Marketing Benchmark Report | October 2012
