benchmark report
airline marketing
gay getaway
journeys MALAYSIAN AIRLINES
In mid-June, Malaysian Airlines, one of only 7 five-star airlines in the world, launched a global brand campaign that leverages its edge in delivering “Malaysian Hospitality” as part of the previously introduced positioning “Journeys are made by the people you travel with.
KLM
media that establishes the brand’s presence and digital activation for consumers to engage with the brand .
The ‘Journeys’ campaign , covering markets across Malaysia and ASEAN, Europe and China, is the first major brand campaign in recent years. Cognisant that a brand cannot be built on one campaign alone, Malaysia Airlines found it absolutely critical that they first establish what the brand stands for.
The second step was to instigate adoption. “The core brand message was reinforced with messages of product excellence and to make it personal – we created a platform that allowed people to share the stories of their journeys.” It got the message out on Facebook, creating digital postcards, and users got to tag the people they have shared the journey with ‘Journey’ Inspired competitions .
Brought to life via a combination of media including a TV commercial to tell the brand story, combined with strong print ads featuring brand and product messages will cater specifically to different consumer segments. These are supported by outdoor
Currently totalling 882,463 Facebook fans, 221,220 Twitter followers, 176,913 on Google Plus and 7.153 million views on its YouTube channel .The social element was designed to double the percentage of sales that happened online.
SEPTEMBER 2013 ISSUE
While celebrating gay pride has becomes less and less of a controversial issue for brands, and much more a profitable enterprise, travel brands have gone the extra mile to cater to the growing global community. The Netherlands in particular is a bastion for the gay community, and even recently placed rainbow flags infront of governmental buildings as a sign of protest, during the Russian visit to the country. It is no suprise then, that KLM, the Royal Dutch Airline, is adver tising their LGBTfriendly travel services with a clever new ad with a simple visual statement that tells consumers that it will fly “to the world’s proudest festivals,” and lists dates of upcoming pride events in Las Vegas, Atlanta and Cape Town, South Africa generating interest in more international travel.
KLM has been a supporter of the LGBT community for years. This year, the airline served as the sponsor to Sweden’s Stockholm Gay Life Award. Three years ago, its Gay Getaway campaign consisted of an online game that allowed players the chance to win flights to any gayfriendly KLM destination of their choice. The Dutch airline isn’t the only airline that made strides to show its pride this year. Both San Francisco based United Airlines and Virgin America have cashed in on the pink pound. After a 10-year relationship with the International Gay and Lesbian Travel Association, United Airlines finally committed to being an official sponsor of the group, whilst Virgin America marched in Gay Pride in San Francsico.
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EXPERIENTIAL SOCIAL DIGITAL TRADITIONAL
