benchmark report
airline marketing
Finnair Quality Hunters (3rd edition) Quality Hunters 2013 is a model for co-created service development where the most promising ideas of what makes a travel experience great and identify points of improvement along the passenger’s journey provided by the community are selected to be developed fur ther with the professionals at Finnair and Finavia. The website is suppor ted by a Twitter feed, Facebook group and Pinterest board, and the site itself sets itself out as a “crowdsourcing initiative designed to improve the air travel service experience, where ideas will be used to make travelling smoother for everyone. We welcome all ideas from real travellers.” 10 candidates with succesful conversations over a wide range of topics “At Home, At the Airpor t, On Board and On Arrival”, as voted by the moderators of the site, will be asked
Air New Zealand ‘No Lag To London’ to join a workshop with Finnair and Helsinki airpor t. Quality Hunters 2013 follows two previous award-winning crowdsourcing initiatives run by the two companies. The 2010 Rethink Quality initiative inspired Finnair and Helsinki Airpor t to f ind new ways of looking at quality and in 2011, Quality Hunters Season 2 proved the power of a great community in creating innovative ideas to improve air travel. The Helsinki Airpor t Book Swap, which opened in summer 2012 and the vegetarian meals introduced on longhaul f lights later in the autumn are both examples of successful ideas co-developed by the Quality Hunters community, Finnair and Helsinki Airpor t.
Long haul air travel has long been the scourge for business travellers, most passengers stepping off the flight in some kind of post 40,000ft haze. Air New Zealad have created a focus group of uber-frequent travellers, whose sole job is to finesse the travel experience to help reduce jet-lag.
Air New Zealand shared it’s secrets to better travel with followers on the @AirNZUSA Twitter feed throughout April - from the best position to sleep in and pre-flight habits, to what to eat and what to drink. The twitter feed also released an infographic to break-down the habits of travellers.
The campaign #NoLagtoLondon was moderated by Lily Kosner, the Los Angeles-based website editor for PeterGreenberg.com (@ PeterSGreenberg). She led the group, including travel writer Harriet Baskas through a range of discussion topics from what to eat on a f light to sleeping positions via a wealth of creative research methods including haikus, Rorschach inkblot tests and word associations.
The campaign was suppor ted by a Vine competition to win a return trip to New Zealand from London, and also a wealth of ‘No Lag Swag’ “Air New Zealand is committed to delivering an unparalleled in-flight experience to all passengers and we recognize that people flying 10-plus hours have specific needs,” says Chris Myers, Air New Zealand’s Vice President, The Americas.
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