benchmark report
airline marketing
united chase vip lounge
dream terminal
UNITED
One of the f irst major airline marketing initiatives to celebrate the US holiday season comes from United, who together with its credit card par tner Chase created two VIP lounges in San Francisco and Shor t Hills (New Jersey). Both SFO and Newark are two of United’s major hubs. Visitors in both shopping centres can relax with creature comfor ts such as relaxed and cafe seating, complimentary refreshments, gift wrapping, Wi-Fi and f latscreen TVs. The return of both lounges (which also opened during the holiday season in the past two years) are meant to provide a haven for Chase United Card members during their shopping trips between November 23rd and December 24th.
DECEMBER 2013 ISSUE
JETSTAR
Or as the two companies put it: “Take a break from your holiday shopping at the Chase United VIP Lounge. Our exclusive Chase United Cardmember lounge opens just in time to pamper tired holiday shoppers. Join us and relax at the VIP Lounge.”
In a bid to promote its new 787 Dreamliner experience, Jetstar - the only carrier ‘downunder’ to currently f ly the new aircraft - has created a pop-up experience that will travel around Australia’s shopping centres in order to showcase the aircraft’s new features.
Cardholders can bring up to three guests with them to the lounges and besides offering complimentary perks, the lounges also have a calendar of events, including ‘Football Sundays’ and ‘Toys for Tots Tuesdays’ whereby bringing up to two toys for charity will entitle the par ticipant up to two United Club passes.
Designed by brand experience agency URBAN, the temporary space is dubbed the ‘Jetstar Dream Terminal ’ and uses sensory cues to show the best of the aircraft’s key innovations, including dimmable windows, mood lighting, and comfor table seating. In an interesting off/online twist, Jetstar branded NFCenabled wristbands allow people to take a digital souvenir with them in the form of offers, faux boarding passes and photos.
According to URBAN business director Trish McNamara: “The New Jetstar Dreamliner comes with so many truly innovative features that all translate very well to a live customer experience.” The ‘Dream Terminal’ tour commenced in Burwood Westf ield (Sydney) on the 17th October, before heading to the Robina Town Centre (Gold Coast) on the 24th and f inishing its tour in Cairns Central between the 31st October and 3rd November.
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EXPERIENTIAL SOCIAL DIGITAL TRADITIONAL
