benchmark report
airline marketing
the local’s guide
innovation class
STOCKHOLM ARLANDA
Every now and then this repor t highlights marketing campaigns launched by airpor ts, high-speed rail operators or consumer brands at high-traffic locations that can serve as an inspiration for airlines. This initiative from Stockholm Arlanda Airpor t shows how social data can be used to give travellers a real-time snapshot of what’s going on around the world. Arlanda Airpor t in February of this year launched a new app called The Local’s Guide www.thelocalsguide.se which uses real-time updates by city residents on photo-sharing platform Instagram to enable travellers to discover new locations through a personalized travel guide. Currently available for tourists heading to one of ten global cities — Amsterdam, Bangkok, Barcelona, Copenhagen, Dubai,
APRIL 2014 ISSUE
DELTA X LINKEDIN
London, New York, Paris, Prague and Rome — the app uses open Instagram feeds to collect live photos being taken by locals in each city. Each photo comes with a geotag, showing the name of the venue it was taken, and if users like the look of it they can save it to their personalized guide. When they’ve finished, they can download an offline guide which offers a map and details of the venues they bookmarked. In an interesting real-world twist, Arlanda Airpor t has also installed a large touchscreen kiosks with the same functionality in several of its gate areas lounge. This video explains more about the platform.
Delta has teamed with LinkedIn in an effort to pair interesting individuals with well-respected members of the ‘creative class ’. The ‘Delta Innovation Class ’ is what the airline calls “a mentoring program taking place at 35,000 ft,” and for the program Delta has picked a select number of leaders in the field of art, business and technology who will be traveling to events around the globe during 2014. Delta offers one lucky person per flight the opportunity to sit next to one of these persons, “to meet face-to-face with some of the world’s most interesting people in a truly unique one-on-one.” Says Delta on its blog: “Our jets fill up with some of the smar test people in the world. Could these leaders use this time in the air to not just fly, but to share their knowledge with an up-and-coming professional in the
seat next to them? (video here ) The first ‘Innovation Class’ flight took place on March 14th to the 2014 TED conference in Vancouver B.C, and paired inventor of the Pebble smartwatch Eric Migicovsky with James Patten, an interaction designer and inventor (video here ). The next Innovation Class flight will take off on May 5th to New York JFK and will feature food entrepeneur Sean Brock , who will be traveling to New York for The James Beard Awards , Those who want to apply can do so by entering their LinkedIn credentials on the Delta Innovation Class website. Based on their LinkedIn profiles, a shortlist of candidates will be chosen with the person selected for the empty seat receiving a free flight to the event.
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EXPERIENTIAL SOCIAL DIGITAL TRADITIONAL
