Turkish Airlines 'Hard to Say, Easy to Fly' | Drawing on its rapidly expanding route network, Turkish Airlines has taken to Facebook for its latest initiative, entitled 'Hard to Say, Easy to Fly'. The campaign, which runs from January 18 to February 15, 2012, is a contest that plays on the seemingly difcult pronunciations of some Turkish Airlines destination names, creating a fun and challenging exercise for customers. The Facebook-based campaign features a short and whimsical video of people on the streets of Istanbul trying to correctly pronounce the names of Turkish Airlines destinations such as Dnepropetrovsk, Guangzhou and Ljubljana. After watching the video, the airline’s Facebook fans have the option to enter the contest by clicking the button stating “I can pronounce it better.” After 'liking' the app, contestants are prompted to pronounce 14 city names using their webcam. The webcam submissions will then be evaluated for best pronunciation by staff from Turkish Airlines and its agency McCann Istanbul. Winners will be announced on February 27, with one grand prize winner receiving a roundtrip ticket to one of the 14 pronounced cities. Turkish Airlines promoted its new contest to its 1.5 mln Facebook fans and 280,000 Twitter followers, which generated 4266 clicks. A longer version of the video with peoples' pronunciation attempts on Facebook, has garnered over 22,000 views so far.
AirAsia x Tourism Malaysia 'Pin Your Own Adventure' | In an effort to promote its home country of Malaysia as a destination to the Australian public, AirAsia at the end of 2012 partnered with Tourism Malaysia to launch a Pinterest-based social media campaign. The 'Pin Your Own Adventure' campaign calls on Australians to “create their own ideal Malaysian adventure” to win a free trip to Malaysia. To participate, contestants have to frst 'like' the MalaysiaAus account on Pinterest, create their own pin board entitled 'My Malaysian Adventure', and re-pin one of the images from each of MalaysiaAus's fve premade competition pin boards: Beaches, Cuisine, Adventure, Cities and Family Fun. Additionally, contestants have to add in another image from anywhere on Pinterest that best describes Malaysia to them and explain why. To submit their pin boards, contestants then use the hashtags #MalaysiaAus and #AirAsia, and comment under the 'Pin Your Own Adventure' directions pin. In true Pinterest-style, the winners of the contest will be able to create their own ideal holiday in Malaysia for four persons. While Twitter and Facebook are more utilized social platforms, the visual-heaviness of this campaign made Pinterest an ideal platform for the brands. The contest received over 200 submissions, and brought Tourism Malaysia's Pinterest account to nearly 1000 followers. The campaign also featured a promotional video, which was released through Tourism Malaysia Australia's channel on YouTube and Vimeo.
6 | Airline Marketing Benchmark Report | February 2013
