benchmark report
airline marketing
tripadvisor travel photo wall
my dream catcher KLM
KLM has followed suit of many other airlines – including Delta’s iPad app and BA’s Inspiration app – by creating an inspirational app to help promote trips around its network. KLM’s app is called MyDreamCatcher and aims to provide specifical ‘local knowledge’ about destinations. How it works (video ): When a user enters the destination and travel dates into the app, a list of recommendations is shown that includes shopping, restaurants, bars, as well as events that are taking place during the selected dates. The key here is that the tool takes time into consideration for service recommendations. When user selects one of the recommended service (for example, a
NOVEMBER 2013 ISSUE
TURKISH AIRLINES
hotel) to view more details, the application displays the hotel price range (pulled from TripAdvisor), reviews from Yelp/ Google+/TripAdvisor, video of the hotel from YouTube, number of Facebook likes for the hotel’s page, number of checkins for the hotel in Foursquare, and location of the hotel in Google map. And, for other service recommendations in sections like Enter tainment, Restaurants, Bars, and Shopping, the application retrieves various other data from above 12 sites.
At the end of October, Turkish Airlines par tnered with TripAdvisor – the largest travel community in the world – to launch its ‘Ultimate Travel Photo Wall ’. The eight-week campaign on the behemoth travel site will showcase a collection of ‘inspirational’ traveler photos. TripAdvisor has pre-selected some of the most impressive images from the more than 14 million candid traveler photos uploaded to the site, and has sor ted them into eight categories reflecting popular photo themes.
Interestingly, users will not be able to book any of the recommended items as all content displayed in the app is readonly. The ‘curated’ itinerary can then be displayed on a map for use on a smar tphone, shared with friends via social media, or it can be printed out.
Until December 17th, visitors to TripAdvisor can vote for their favorite photos and are also encouraged to upload photos of their own. The par tnership with Turkish Airlines allows TripAdvisor to give away a pair of roundtrip tickets each week to any destination the airline serves. Visitors may vote daily for a new chance to win
each week. Online engagement is key here, once travelers vote on their favorite photos, they can share them with friends and followers on social channels. Turkish Airlines’ par tnership has included placing an icon on any of the destinations featured in the photo wall that the airline flies to, so as to adver tise its wide network, along with suppor ting ‘Destination of the Day’ adver ts and traditional banner adver tising for its website and Facebook page. Targeting TripAdvisor’s 260 million unique monthly visitors (in June 2013), the aim is to highlight the trip experiences of contributors across the globe and use these user-generated content to inspire visitors to visit a new (Turkish Airlines) destination.
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EXPERIENTIAL SOCIAL DIGITAL TRADITIONAL
