benchmark report
airline marketing
Air Canada ‘Earn your Wings’ Air Canada have created a competition, where Aeroplan miles can be earned for being one of the top 25 ‘wings’ winners at the end of the competition. Apar t from the obvious city badges, there are a wealth of specialist badges, designed to entice the passenger to travel more, such as a Pacific Coast badge, only earned when visiting 3 Pacific Coast cities. Or the Opera House badge, only earned when travelling to a city with a famous Opera house, such as Sydney, London, Paris or New York. The campaign star ted in April and the vir tual wings can be earned on any flights between 11th April and 16th June. The share of the 10,000,000 Aeroplan miles will be split amongst the top 25 tier.
Singapore Airlines ‘Like To Unlock’ Ever since the dawn of Monopoly, people have always wanted to gain ‘a full set’ of collectables, so this clever gamification where you win a series of ‘wings’ for travelling is a new way of enticing frequent travel with a carrier.
A clever Facebook app, ‘Like to Unlock’ exclusively for Singapore Airlines, allowed ‘likers’ to unlock special discount codes to favourite Singapore Airlines destinations by achieving over 1000 ‘thumbs up’ for each of the promoted destinations.
This ‘mile building’ campaign isn’t the first for Air Canada’s Aeroplan. Earlier in the year the ‘Stars’ competition was run, allowing Aeroplan members the oppor tunity to earn up to 16,500 extra miles by spending with their 75 par tners, representing over 150 brands.
The number of seats on each of the destination were then limited to 200, creating a high demand for the heavily discounted fares. The destinations were released in three weekly waves, the first week included Ho Chi Minh, Male in the Maldives and Melbourne. The following week starred Hong Kong, Tokyo and Sydney. The last wave had Bangkok, Beijing and Per th featured. By the end of the campaign, each of the 9 destinations had both been fully ‘unlocked’ and the limited seats sold out.
Off the back of the 3 week social network campaign, Singapore Airlines also ran a Lucky Draw, ‘Buy, Share and Win’ where by purchasing a ticket between 1st April and 31st May 2013, and sharing the online experience by answering a few questions, one lucky winner could win a pair of economy tickets to any Singapore Airlines destination. This allowed Singapore Airlines to capture vital information about their online experience, whilst offering an incentive to collect the data.
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