benchmark report
airline marketing
british airways ‘silent picturehouse’
jetblue ‘points don’t expire’ Manhattan, NYC was treated to a big blue double decker bus last month, dishing out popsicles to passers by in the streets of the fairly hot city. The bus was par t of a campaign run by JetBlue, who’s largest hub serves the New York region. The iced treats included a message on the wrapping, highlighting the fact the airline’s TrueBlue frequent f lyer miles now no longer expire. Highlighted on their Facebook page, “Popsicles will melt (or get eaten), but TrueBlue points no longer expire! New York’s Hometown Airline™ is celebrating ever-lasting points by giving away free People’s Pops and over 2 million TrueBlue points. Watch out for our double-decker around Manhattan today! #PointsDontExpire”
The bus - staffed by JetBlue crew - visited the Empire State Building, Union Square, Bryant Park, Columbus Circle amongst others, distributed over 5,000 popsicles to New York residents. On the wrapping, as well as the message, was a code, which when entered online, offered each bearer anything between 200 and 20,000 jetblue points which could be used against redeeming free flights from the airline. The average points won per person was 400.
The British Airways Silent Picturehouse is a 5-screen cinematic experience where visitors can watch 5 travel-inspired films in a silent room, using a pair of headphones. Par ticipants who purchased tickets were provided a film screening and treats with a twist at their pop-up venue in the heart of London, attended by British Airways ambassadors. Returning for the second year, BA’s ‘Silent Picturehouse’ featured Skyfall, Top Gun, The Beach, Jaws and their ‘Fan’s Choice’ Slumdog Millionaire. The premise was to show films that evoked travel in different ways and by asking ticket holders to listen on wireless headphones, recreate an in-flight enter tainment experience, helping to immerse them in the movie. The event, apar t from including a seat and headphones in front of their movie, also
included treats such as hotdogs, popcorn, ice-cream, sweets and treats all included in the price of their ticket. A sneak peek of “Planes” was also exclusively shown at BA’s Silent Picturehouse Kids – the child friendly pop up cinema also in the arches on the southern bank of London, conveniently timed to coincide with the star t of children’s summer holidays. The venue also showed a selection of Disney films for children across the five screens, including; Disney-Pixar’s “Up”, “Cars 2”, Tim Bur ton’s “Alice in Wonderland”, “Oz the Great and Powerful” and “The Muppets”. The event was fully booked, so the airline added a fur ther date, meaning the event lasted a full 6 days during the last week of July.
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