benchmark report
airline marketing
traditional
invest on-board
westjet channel
TURKISH AIRLINES
Istanbul’s startup sector, known as the ‘Digital Bosphorus’, is thriving. So when Turkish Airlines wanted to promote the city’s technology and Internet start-ups, it decided to do something different. The airline’s new ‘Invest On Board ’ program streams pitch videos from startups to the in-seat screens of passengers in Business Class, providing participating startups with a captive audience for their pitches. Or as THY puts it: “Invest on Board is a one of a kind opportunity for investors flying Turkish Airlines Business Class to invest in hand-picked startups. Finding the next big business has never been so effortless.” The aim of the program is to help investors take advantage of a time when they are typically away from their phone and business tasks and can concentrate on the
DECEMBER 2013 ISSUE
WESTJET
presentations. If any of the startups seem interesting, their contact details are made available for investors to follow up once they’re on the ground. The project, which is also showcased on YouTube and on a microsite , is run by Turkish startup accelerator Etohum and the short videos, which run under two minutes, advertise mostly Turkey-based startups. Participating startups in the first batch of IFE pitch videos include home accessories e-commerce site Dekoreko, commerce platform Ganipara, and dating service Pembe Panjur. Startup companies can apply via the ‘Invest On Board’ website for a chance to be featured on Turkish Airlines’ IFE system.
With an international first, Canadian low-cost carrier WestJet has purchased an entire TV channel as part of a marketing drive in Canada. In a partnership with media agency Media Experts, the airline has launched a 24-hour TV channel, available to Rogers Cable customers in Ontario, New Brunswick and Newfoundland. Until February 2nd 2014, channel 206 On Rogers Cable TV will be dubbed WestJet Channel and will provide a continuous 24hour a day coverage of the airline. Targeting adults between 25-54, the WestJet Channel is a combination of original and repurposed content. Cameras will capture ground crews preparing the airline’s Boeing Next Generation 737 aircraft for take-off as they load baggage and push the aircraft back prior to taxiing to the runway.
The digital channel will also feature a series of roughly 30 second spots dedicated to various elements of WestJet’s business, from behind the scenes footage to montages of a selection of WestJet’s destinations. Viewers are also encouraged to chat with WestJet about the channel by tweeting with the hashtag #WestJetChannel and over the course of the channel’s 13-week run there will be three Twitter-based contests . Viewers are being driven to the channel by a combination of external sources, from social media through to online banners and TV sports running on other Rogers-owned TV channels. To help promote the channel, a tongue-in-cheek short promo video about the new cable channel features on WestJet’s YouTube channel.
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EXPERIENTIAL SOCIAL DIGITAL TRADITIONAL
