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experience tour
experiential #lanlevaalpibeabrasil LAN COLOMBIA
CHINA AIRLINES
As Colombia-based Avianca was named the Official Airline of the Colombian national soccer team who for first time in sixteen years qualified for the 2014 World Cup in Brazil, the country’s other major carrier – LAN subsidiary LAN Colombia – was faced with the challenge to come up with alternative ways to benefit from Colombia’s World Cup participation.
from Bogota to Sao Paulo were surprised to see Valderrama donning an apron and join the crew to provide service to passengers on board. During the flight, passengers took photographs with Valderrama and celebrated the upcoming World Cup at 30,000 feet with tricolor wigs, Colombian soccers shirts and other gifts from the airline.
LAN Colombia came up with a creative way to reconnect Colombians with memories of their last success in a World Cup by appealing to the most popular soccer player in the national football history, Carlos Valderrama. Also known as ‘El Pibe’ (The Kid), Valderrama played 111 caps for the Colombian national team and is known for his iconic afro hairstyle.
Broadening the ‘micro event’ to its social media channels, LAN also shared images of the inflight event with its Facebook fans and Twitter followers .
The same day Avianca was set to take the national soccer team to Brazil in a private charter, passengers onboard LAN flight 3505
AUGUST 2014 ISSUE
A video of the event by LAN on YouTube took only took 48 hours to reach over 190,000 views, 3,500+ likes, 1,500+ shares and 1,000+ comments, and reached more than 2.350.000 people in total.
Inviting people on the streets to experience an airline’s new products and service themselves has been an experiential marketing tactic deployed by an increasing number of airlines. Earlier examples include Delta’s ’Flight Therapy’ pop-up space in downtown Tokyo, and JAL installing its new seats in various cafes around the city. In California, Air New Zealand recently toured the state with its ‘London Ready’ truck, while JetBlue created ‘The Mint Room’ in LA (both featured in the July 2014 edition of this report). Now China Airlines has put its new seats – to be featured on its upcoming Boeing 777300ER – on a truck that is currently driving around Taiwan. Inside the truck are China Airlines’ new Business Class suite, Premium Economy seat and its Economy ‘Family Couch’, and China Airlines flight attendants
are alongside to showcase and introduce the various seat features to those trying out the seats. Other elements of the new cabin are also mimicked on the truck, such as mood-lighting and the persimmon grain texture of the cabin walls. Because of the high temperatures in Taiwan, fans are placed next to each seat and ice cream is given out to the public. Visitors have the chance to win prizes such as free tickets and B777-300ER models by playing a slot machine installed on the truck. By checking-in and posting pictures of the event on Facebook, they can also earn gifts. The China Airlines brand truck is touring major districts in Taipei, Hsinchu, Tainan, and Kaohsiung from July 31 to August 24.
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EXPERIENTIAL SOCIAL DIGITAL TRADITIONAL
