benchmark report
airline marketing
KLM ‘Aviation Empire’
Thai ‘LINE stickers’ LINE, is an international instant messenger and VOIP calling application for smar tphones. Thai Airways recently launched its official LINE account as another way to communicate with its customers, allowing customers to receive latest information about THAI’s ticket promotions and other activities.
Danuj Bunnag, THAI Executive Vice President, Commercial Depar tment, said the first set received good customer feedback. THAI was the first airline to introduce LINE stickers and the only airline to have more than two million members joining its official LINE account in one month.
To celebrate the launch of the service, which is one of the most popular download in various countries, customers who joined THAI’s Official Account on LINE were able to download 16 car toon stickers of airplanes, pilots, cabin crew for free, which could be used to illustrate users chat conversations using the program.
THAI introduced its second set of LINE stickers in February this year to thank its customers and to create a new means of communicating with customers through social media that “forges good customer relations”.
Over the past 6 months, THAI have launched a series of free downloads to celebrate their continued par tnership.
Their latest campaign involves LINE camera stamps, which have also been released to fur ther develop the interactive branding par tnership with THAI to celebrate the 4 million download mark.
Dutch airline KLM is giving consumers a chance to experience the rush of running an international airline. On June 27th, the airline launched Aviation Empire, a Simslike simulation game for mobile devices. The free game gives users (some of whom voted on Facebook for its name) the chance to vir tually run the airline by choosing flight destinations, investing in aircraft and designing airports as time and technology change. Aviation Empire is quite robust for a free game, ranging from choosing your own fleet and destinations to outfitting your own airpor t. The game will give any frequent flyer the opportunity to toy with the inner workings of the airline industry and, using social media as a launchpad, it will host a community of ‘airline CEOs’
trying to fly high in the competitive industry. Players can run their virtual airline, themed after the KLM fleet, on both iOS and Android mobile devices. The 3D strategic game uses GPS technology to localise the experience, and is available as a free app for iOS and Android mobile devices. A teaser video announcing the launch of the game was already posted on YouTube in February 2013 and so far has generated over 35,000 views.
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