benchmark report
airline marketing
let’s make flying fun again
create your own plane
MONARCH AIRLINES
In the UK, Monarch’s latest ‘Let’s make flying fun again’ campaign has been helped by a standalone video feature aimed at kids on youtube, currently with just under 4,000 views, which is presented by Monarch’s star pupil, Pixie Davies. Pixie Davies has featured other adverts for the airline, part of the larger campaign, which is meant to evoke happy memories, prompting the Monarch teams and their passengers to put the fun back into flying, a message translated in traditional print and supporting TV commercials. The latest video promoted a nationwide campaign to appeal to schools, asking for head teachers to help them in their quest to make flying ‘fun!’ Monarch took three lucky schools on what they marketed as “the day trip of their lives”.
SEPTEMBER 2013 ISSUE
KLM
The airline gave in total six hundred children - up to 200 from each school - exclusive use of a Monarch aircraft on 24th April 2013, with a range of fun activities in the air and on the ground. The three flights in total departed from the UK at the start of the summer this year. One flight departed from Manchester, taking students from Ickenfield Community college to learn the real story of Romeo & Juliet in Verona, complemented with an acting lesson during the flight. The second took off with kids from Harris Academy Beckenham from London Gatwick to visit Gibraltar with a geography lesson during their flight. The third flew from Birmingham with 200 children from Fulbrook Middle School as they spent their day exploring the ancient city walls in Dubrovnik after a history lesson in the air.
KLM have recently joined the ranks of airlines that are tagging onto Disney’s latest film ‘Planes’ to help co-promote themselves and the film. Whilst last month, American were proud to announce they would be showing ‘Planes’ on their fleet first, and also featured their new livery in the film itself, KLM have now exclusively partnered with Disney in the Netherlands. As par t of the collaboration with Disney, two initiatives have been organized. “Planes” will be pre-screened in a 3D drive-in cinema at Schiphol on September 28th. The KLM Netherlands campaign “Make your own plane” on planes. klm.com enables par ticipants to design their own digital aircraft by changing the colors and shape, or decorating it with special accessories. The aircraft will then
be exhibited in an online gallery where visitors are able to vote for the most fun or interesting aircraft. The 100 most popular planes will win free entrance, together with 2 friends, to the pre-screening of “Planes” in the 3D drive-in cinema at Schiphol. Another event for children will also be held at a later date. From November 1st “Planes” will be featured in the KLM Inflight Entertainment system. To help promote the competition, the KLM crew center has also recently been wrapped with a banner to promote the partnership between Disney and KLM. The banner and standalone website is also supported by more traditional poster campaigns at Schiphol airport.
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EXPERIENTIAL SOCIAL DIGITAL TRADITIONAL
