benchmark report
airline marketing
social
london ready
the mint room
AIR NEW ZEALAND
JETBLUE
To promote its new ‘Mint’ Business Class cabin - which aims to change the perception of the front-of-plane cabin from a old-fashioned, stuffy space to a chic and fresh one - in a “JetBlue way,” the airline hosted a garden party in Los Angeles to promote its new premium cabin. The new seats as well as the food and beverage options of the new Mint class was available for prospective customers to experience in the so-called ‘Mint Room’ at the Grove restaurant in L.A. between June 13 and 15. At the event, the public learned everything about the new cabin and guests were encouraged to take a selfie while sitting in the seats, post it on their social media channels and include the hashtag #JBSeatSelfie for a chance to win a flight in the Mint cabin.
JULY 2014 ISSUE
Flight attendants in uniform were among the crowd, serving tapas-style New York City plates provided by Saxon + Parole - also offered in the cabin - to guests. To wrap up the night a private roof-top show was given by Grammy winner, Gary Clark Jr.
Between June 5 and 14, Air New Zealand sent a touring truck across southern California that emulated the interior of its aircraft. The truck featured the airline’s Economy Skycouch , which is a row of three seats that make like a couch and its Premium Economy Spaceseat .
Currently, the Mint cabin is only available on the LAX-JFK transcontinental route and in October it will be extended to the SFO-JFK route.
The tour stopped in Long Beach and Santa Monica and was meant to provide a taste of the Los Angeles to London experience on board Air New Zealand.
Studios Hollywood, it was also filmed on the set of Extra with host, Mario Lopez, which provided for millions of views on television. Air New Zealand also ran a promotional offer of $978 USD round trip from LAX to London.
Fans and followers were asked to share their photos via Twitter , Facebook - accomanied by the , and Instagram hashtag #AirNZLondon - whenever they spotted the truck for their chance to win prizes. Registered attendees also had a chance to win a pair of round trip tickets to London. While the truck visited Universal
6
EXPERIENTIAL SOCIAL DIGITAL TRADITIONAL
