benchmark report
airline marketing
experiential
fitfoo ice-cream truck
scent marketing
VIRGIN ATLANTIC [ASIA PACIFIC]
As we have covered in previous editions of the Airline Marketing Report, Virgin Atlantic crew have regularly toured the streets of the cities they fly to, including New York (where the airline’s award winning ‘Virgin Atlantic Digital Park Bench’ campaign generated a large viral following) and Boston. The campaigns, which were about targeting passers-by with complimentary gifts, were aimed to generate awareness of the airline’s presence outside of the UK. The airline’s latest campaign was created in Hong Kong, from where VS f lies both to Sydney and London Heathrow, and has a presence warranting a Virgin Atlantic Clubhouse. The airline took advantage of the hot weather in July this year in Hong Kong by taking over an ice cream van and offering
OCTOBER 2013 ISSUE
JAL
cooling treats to people in the street, similar to a campaign JetBlue ran earlier this year in New York City. A group of Hong Kong-based Virgin Atlantic cabin crew accompanied the van as it toured around areas in central Hong Kong. The events, similar to other Virgin Atlantic #fitfoo (Flying In The Face Of Ordinary) campaigns, were then documented on Facebook , where the photos managed to receive over 1,000 likes.
Cer tain scents can trigger both emotional and memory responses, an element that is often overlooked when creating a brand image. Supermarkets around the world, for example, have played on our noses for years, pumping their in-store bakery waste air into the entrance air conditioning to aler t the nose and help create the sense of hunger in the brain. Whilst nothing new, olfactory marketing is a relatively modern concept to the airline industry, with only Singapore Airlines (who initiated the concept 18 years ago) and recently British Airways also scenting their experience. JAL last month introduced two new scents which will appear in their lounges at Tokyo Narita, Tokyo Haneda and Sapporo airpor ts. The scents will change dependent
on the time of day, with the morning fragrance imparting a sense of a “gentle and refreshing, peaceful morning” and the evening fragrance imparting “luxury with sophisticated richness.” The scents are purely aimed at creating a more graceful and comfortable atmosphere for its passengers and the fragrances, designed by Midori Makishima, aren’t for sale. This differs slightly from the approach that Turkish Airlines has taken in May this year, when it introduced a fragrance that it sells. Dubbed TK1933, the fragrance is used to ‘scent’ the entire travel experience (from lounges to aircraft). By selling the fragrance on board, Turkish Airlines also hopes to generate additional revenues.
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X-MEDIA EXPERIENTIAL SOCIAL DIGITAL TRADITIONAL
