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The British Airways 'Ticket Giveaway' | One of British Airways' latest campaigns is an experiential setup in one of London's highesttrafc train stations to drive awareness for the airline's secondary hub at London Gatwick Airport. For the 'Ticket Giveaway', the airline commissioned ad agency BBH to create an “arcade-style flying game”, which was set up at the main concourse of Victoria Station.
There, a British Airways desk, staffed by airline brand ambassadors, invites passersby to 'check in', create their own 'flight card', and take part in a flight simulator game. The objective of the game is to land a BA 777 jet on a pre-specifed BA destination runway, with a different airport approach in the Caribbean, North Africa, North America or the Indian Ocean featured each day. Every 15 minutes between 8am and 8pm, the contestant with the most accurate simulator approach is awarded with two roundtrip tickets to that day's destination in question. The 'Ticket Giveaway' campaign ran between January 28 and February 3, with a total of seven possible destination wins. BA also took the experiential campaign to the social web. On Facebook, the airline's 600,000 fans could answer questions on an app to enter to win tickets to each day's destination. Additionally, BA released fve YouTube videos of the contest, which brought in between 2000 and 7300 views. BA also announced each day's 'Ticket Giveaway' destination to its 232,000-strong global Twitter account using the hashtag #BAGatwickGiveaway.
Austrian Airlines 'Lucky Luggage' | We've seen airlines such as Virgin America and Brussels Airlines use the luggage belts in the baggage claim area to surprise passengers with free gifts. On a similar note, Austrian Airlines' new 'Lucky Luggage' campaign blends the element of surprise with a contest for passengers in order to promote the launch of its new route to Chicago in May 2013. The campaign began on January 28, with passengers of all inbound flights from North America fnding red 'Lucky Luggage' ribbons on three pieces of luggage at Vienna Airport's baggage claim. Austrian tied the ribbons on random pieces of luggage from each Toronto, New York and Washington-originating flights and the luggage owners were then eligible to win prizes such as a red|carpet voucher for access to the airline’s fast track service and lounge at Vienna Airport. In addition, all passengers on the flights could enter into a drawing for the 'top prize' two roundtrip tickets to Chicago - by flling out and submitting a 'Lucky Luggage' competition card at the airport's Lost & Found desk. Winners will be announced after the six week-long run of the 'Lucky Luggage' campaign.
4 | Airline Marketing Benchmark Report | February 2013
