benchmark report
airline marketing
experiential
love is in the air
go big bingo
AIR NEW ZEALAND FIJI AIRWAYS JET BLUE & HAWAIIAN
Fiji Airways and Air New Zealand have been promoting they had airborne marriages at 40,000 ft last month. Both went for record-breaking attempts. To mark its brand launch, Fiji Airways set out on a search for five couples to get married on board its flagship A330 aircraft on a flight from Auckland to Nadi, Fiji. More than 400 New Zealand couples entered hoping to be one of the lucky pairs married in the business class cabin, also earning a free flight and complimentary stay in Fiji to enjoy their honeymoon. Five winning couples exchanged vows on August 7 at 41,000 feet aboard a brand new Fiji Airways A330 to attain the record. The minimum altitude required to set this new world record was 40,000 feet.
SEPTEMBER 2013 ISSUE
VIRGIN AMERICA
Air New Zealand , taking a different approach to record breaking, celebrated the allowance of same-sex marriage in New Zealand by performing the first samesex marriage in the skies. The winning couple made history when they exchanged vows in New Zealand’s skies, the day the Marriage Amendment Act came into effect on 19 August. Lynley Bendall and Ally Wanikau were married onboard a special Air New Zealand flight from Queenstown to Auckland with only family and friends present together with special guest Jesse Tyler Fergusson, from award winning US TV series Modern Family. In the US, JetBlue and Hawaiian Airlines also par tnered up to offer a wedding in JFK’s terminal 5 followed by a honeymoon in Hawaii cour tesy of Hawaiian Airlines to promote it’s NY route.
Virgin America on the 8th of August, celebrated their sixth birthday. Among the marketing elements to promote the fact was an in-flight bingo birthday party . The winning passengers who took par t in a plane wide competition were awarded with free drinks and snacks. To help promote the very ‘Virgin’ competition hosted at 35,000ft, Virgin America launched an online version of the self titled ‘addictive’ game. The epic bingo award is 500,000 Elevate points. There are also daily prizes supplied by the Elevate par tners which include: two round trips from the West coast to Hawaii, a 2 night stay at the Mandarin Oriental Las Vegas, one free year of Crunch gym membership and other prizes.
premise. Pick 6 partnered brands that appeal to the user, and then begin answering questions based on the brands. The more that are answered correctly, the higher the chances of winning. Prizes vary depending on the partners you pick. The online competition runs for one month. anf finishes on 6th September 2013.
The online game works on a simple
03
EXPERIENTIAL SOCIAL DIGITAL TRADITIONAL
