benchmark report
airline marketing
ambassador of british etiquette
postkorts
BA GREATER CHINA
In another campaign that targets Chinese customers using social media, British Airways has taken on the self-appointed role as the ambassador of British etiquette . A series of humorous tongue-in-cheek online videos feature British celebrities talking about “Britishness” and what is likely to cause offense when Chinese people visit Britain. As par t of the campaign British Airways has par tnered with China’s equivalent of LinkedIn, Ushi.com , to create an online dialogue around things that they believe interest Chinese people most about Britain – from golf, doing business, British education, to buying British real estate. During last December, a series of online films featuring British personalities and celebrities was released each week.
FEBRUARY 2014 ISSUE
NORWEGIAN
These include golfer Justin Rose and British Airways CEO Keith Williams - each offering tips and advice and joining a conversation via an online Q&A that will then be shared across other Chinese social media platforms. Says BA’s Regional General Manager Greater China, Tracy Dedman, “British etiquette is a key element of our country’s culture as well as an integral par t of what makes the service of British Airways unique.”
Norwegian, Europe’s third-largest low-cost airline, has par tnered with Postify Postcards to create an alternative marketing campaign that aims to be both fun and relevant to both the recipient and user, similar to Lufthansa’s postcard campaign in Istanbul (featured earlier in this month’s repor t). Launched in mid-2013 (and still ongoing), Norwegian lets its passengers and social media fans customize their own postcard with digital images from their holiday and send it as a physical, printed, postcard to their friends or family, free of charge. When signing in via Norwegian’s Facebook and Instagram pages, users receive a voucher which they can use to send the free postcards in either a traditional A6 format, or the square
Instagram format, using the Postify mobile app . For Norwegian, offering the 5,000 branded free cards is a thoughtful gift for travellers who want to surprise their friends and family, although the fact that the batch of 5,000 free cards is still available raises a question whether the campaign has been very popular indeed.
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EXPERIENTIAL SOCIAL DIGITAL TRADITIONAL
