benchmark report
airline marketing
romance class
traditional
p.s.
AIR NEW ZEALAND
Air New Zealand has become famous in the industry for it’s controversial and humorous safety videos for it’s flights. Their videos quickly become viral sensations on the internet, with tens of millions of views on YouTube. Their latest safety video , which curiously will only be seen online, rather than onboard, is a romantic love story, aimed strategically at the Chinese marketplace. The video short is part of the New Zealand flag carrier’s romance-themed marketing campaign in China, which featured romance themed amenity kits and special fares. ANZ has been presenting New Zealand as an idyllic destination for couples, and follows on from the airline’s recent partnership with hit Chinese reality dating show You
SEPTEMBER 2013 ISSUE
UNITED AIRLINES
Are The One. Because Air New Zealand knows full well the viral pulling-power of its videos, this tale stars influential Chinese social media celebs Molly Wang and Solo Zhuang. Perhaps it’s the fact this is indeed a ‘fake’ safety video , and hasn’t the exposure as some of their more successful campaigns, the ‘love story’ footage has currently received less than 10,000 hits since being launched at the beginning of August.
United Airlines has a new television ad out for their Premium Service (p.s.) flights between New York JFK and Los Angeles/San Francisco. Narrated by Matt Damon and showcasing United’s new BusinessFirst lie-flat seats on the route, the ad compares a p.s. flight to an international flight, specifically emphasizing meal service. Currently competing against American, JetBlue and Delta’s new products, all recently revealed and competing on the premium market between the two US coasts, United has had to reinforce it’s footing in the marketplace and the new upgrades to the product are reason enough for the airline to air adver tising on TV, something it now rarely does.
McGarryBowen, suggests United’s transcon premium cabin service has all the luxurious amenities one would expect to find in premium cabins on international flights, including lie-flat seats, multi-course meals, Wi-fi and large-screen video monitors. Interestingly, the video is a little premature, as the roll out of the new product across their fleet isn’t expected to be complete until later this year, meaning there could be a difference in product from that adver tised and experienced.
The straightforward new 30-second TV spot , created by ad agency
08
EXPERIENTIAL SOCIAL DIGITAL TRADITIONAL
