benchmark report
airline marketing
widen your world blog
digital
my flightpath
TURKISH AIRLINES
BRITISH AIRWAYS
While a number of airlines have engaging blogs, most contain articles about destinations and travel written by a syndicate of writers, or republished from the inflight magazine.
destination. The content (still limited in this early phase) can be navigated by either city, author experience or a world map and also features a variety of standalone travel tips.
As airline employees – crew and non-crew alike – are some of the most widely travelled individuals, Turkish Airlines latest effort to add value to the travel experience - and to promote the fact that with 244 destinations it has the largest network of any carrier in the world - is through a ‘crewsourced ’ blog where all the destination tips are added by the staff of the airline.
According to Turkish Airlines, the content strategy entails prioritising the top destinations for the airline, and then asking the volunteers to submit content on their favourite destinations.
The Pinterest-style blog , which is published in both Turkish and English, features snippets of regular insights and experiences of the airline’s crew, offering advice on everything from the best places to eat and drink, to the must-see wonders of each
MAY 2014 ISSUE
On a related note, Scandinavia Airlines until 2012 published its annual print ‘SAS Crew Guide’ - a pocket-sized guidebook consisting of recommendations by SAS cabin crew and pilots in many of the cities served by SAS (which is now available as an app ) whereas Delta has given some of its cabin crew a camera to document their favourite cities in a series of SiteSeer ‘travelcasts ’ on YouTube.
Flight logging is popular amongst frequent f lyers and with the advent of Facebook posting upcoming-andcompleted trips has grown in popularity, as sharing f light itineraries always makes for a nice status symbol or conversation star ter. Wanting to give its customers something that would help them to capture the magic of f lying, British Airways’ ‘Executive Club’ frequent f lyer program has launched its own f light-logging app titled ‘My Flightpath .’ In a similar design to the now retired Flying app, BA’s online travelogue allows passengers to see their f light’s data displayed in several interesting formats, such as how many times around the world they have f lown. To
encourage future f lights and aviation ‘goals’ users can earn a variety of stamps in their digital passpor t. The app also highlights the destinations and countries that customers have f lown to most frequently and char ts all the destinations they have f lown to on a map. Whilst still in its infancy, and with a few glitches in the system, such as the inability to process multi-destination itineraries and f lights with par tner airlines, the BA ‘My Flightpath’ app showcases the depth of the information airlines can gather on their passenger’s f lying habits.
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EXPERIENTIAL SOCIAL DIGITAL TRADITIONAL
