benchmark report
airline marketing
bikevertising ALASKA AIRLINES
A marketing tactic that has been adopted by several airlines so far is to advertise on bike share programs, something which is also known as bikevertising . As cities across the globe have been taken part in bicycle share programs which are enjoyed by tourists and locals alike, those bicycles provide for some pretty nimble advertising opportunities. Air Baltic , has been one of the first carriers to embrace this marketing approach and even launched its own bike sharing program, called BalticBike in 2010 in Riga and the seaside resort Jurmala to promote an inexpensive and eco-friendly way for visitors to get around town. According to airBaltic spokesperson Janis Vanags, “BalticBike makes a marginal profit, but it is hugely popular among the city residents and tourists, and hugely visible,
JUNE 2014 ISSUE
and so irreplaceable in advertising.” KLM meanwhile, purchases adver tising space on Miami’s shared bicycle program in order to adver tise the launch of its new route on the city’s 1,000 shared bicycles . In Seattle, the city’s hometown carrier, Alaska Airlines , has par tnered with Seattle’s first bicycle share program, Pronto! Emerald City Cycle Share , contributing USD2.5 million over five years to the bike share program in order to help its star t-up costs. The bike sharing program will launch in September 2014 Alaska Airlines’ logo will appear on the first 500 Pronto! Cycle Share bicycles, on the company’s web site and on membership materials sent to bike share users. Unfor tunately, there will be no bikes offered up at the airpor t.
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EXPERIENTIAL SOCIAL DIGITAL TRADITIONAL
