benchmark report
airline marketing
singapore airlines ‘asia destination’
virgin america ‘summer of selfies’ For the sixth straight year, Travel + Leisure readers have named Virgin America as Best Domestic Airline (US) in the World’s Best Awards. To celebrate the young domestic airline teamed up with Gogo to offer passengers free mobile internet access to the apps of Instagram, Twitter, and Vine for 15 minutes on every Virgin America flight for 4 days in early July. During the promotion, they asked travellers to have their “fifteen minutes of fame” in a bid to “show the world that we’ve got the World’s Best guests” suitably timed for the popular travelling weekend of the 4th of July. The precise idea was to ask passengers to shoot in-flight ‘selfies’ (self-portrait) on Twitter, Instagram, or Vine with the handle #VXSelfie. As a way to reward
the entrants, each day, one flyer scored a retweet to the @VirginAmerica followers, along with 10,000 Elevate points. The gallery of submitted photos was also put on their Facebook page. To suppor t their competition, a tongue-incheek viral video was created by their cabin crew to help passengers work out how best to take a ‘Selfie’ which was shown on the Virgin America blog and YouTube.
According to a study by the Content Marketing Institute, 80 percent of consumers are interested in being involved in projects with brands they love, however less than 1 out of 5 companies are actually involving consumers. Singapore Airlines has launched a consumer video contest that aims to drive brand loyalty and research into mobile app usage. The airline is inviting consumers to go to contest.flysingaporeair.com to submit their favorite things to see and do in Asia for a chance to win exclusive travel experiences. Visitors to the site are invited to help the airline create a “best-of-the-best” video of their favorite things to see and do around Asia. They can share their favorite holiday spots, activities and memories for a chance
to win. Entries are allowed once per month through Dec. 31, 2013. The grand prize is a business class trip for two to Bali, Kota Kinabalu and Singapore, including hotel accommodations by Shangri La and the Four Seasons. Each month, a winner will be selected by a panel of judges from Singapore Airlines staff, based on the aesthetic value and skill that they show. One winner will also be voted to win by the public, as the ‘people’s choice’ during the campaign The contest was created by creative agency Managed Digital, which selected SendUs a platform that alows brand to manage user-generated videos in a structural way.
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