benchmark report
airline marketing
experiental
Delta lands in Canary Wharf Joining the many airlines who have partnered with football clubs, Delta Air Lines has teamed with new football partner, Chelsea FC, so as to promote its business service to workers in Canary Wharf in March. Delta became the club’s official global airline in a multi-year deal in July 2012. Partnering up with London-based design agency Zero Collective, RS Displays created the Delta Pavilion, a temporary glass structure that showcased Delta’s ‘Business Elite’ flat-bed seating. Flight attendants were on hand to offer advice about Delta’s products, routes and services. Visitors could also sample the Delta BusinessElite experience by testing the 180° flat-bed seat, try out the latest ‘Fly Delta’ app and show their competitive spirit with a game of table football, which was all documented on their supporting
KLM ‘Pack & Go Challenge’ stand-alone Delta branded website, www. deltapresents.com. The temporary Delta space also housed a football competition where teams could win Delta prizes by demonstrating their striking skills against the clock, scoring as many points as possible in 60 seconds. To suppor t the football theme Canary Wharf banks including Barclays, JP Morgan, HSBC and Credit Suisse signed up to compete in the Canary Wharf Cup. Chelsea players attended the final, which took place on Wednesday 20th March.
Dutch airline KLM wanted to raise their profile at select UK regional airports in line with their long running Pack & Go marketing initiative. To support this, mcm creative group devised the Pack & Go Challenge – a fun game show played at shopping centres by members of the public who could compete for free tickets to long haul KLM destinations.
staff’ the ‘passengers’ then met the host, a KLM Captain, who took charge of the game which involved packing a suitcase with 26 items, in alphabetical order in the fastest time possible. The challenge was staffed by flight attendants to time and score each contestant and times ranged from 30 seconds to 5 minutes during it’s run between January and May this year.
Mcm developed the idea of a touring roadshow visiting London, Glasgow, Bristol and Manchester and introducing the Pack&Go Challenge. The campaign was focused on engaging consumers and interaction with the brand to ensure that KLM’s print and outdoor advertising, which commenced in September 2012, was brought to life.
Results have been impressive, over 5,000 new likes to KLM’s Facebook page , over 2,000 sign ups to their membership programme and an overall 30% increase on enquiries for flights. Also suppor ting the experiential element, KLM launched a Facebook ‘Pacman’ game, created by Keith Kornson.
Once ‘checked in’ by KLM flight ‘ground
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