benchmark report
airline marketing
happiness blanket
sky wheel
BRITISH AIRWAYS
In an effor t to gain more insights into – as well as promote – its onboard products and services, British Airways has conducted an experiment at 30,000ft by asking passengers located in different cabins to cover themselves under a socalled ‘Happiness Blanket’ . Passengers had to wear a special headband – the MyndPlay BrainBand , which uses neuro-sensors to measure a person’s brainwaves and ‘meditative state’ on a scale of one to 100. This information is then relayed via Bluetooth to LED lights woven into the ‘happiness blanket’, which changes colour to show when they are at their most relaxed. When the number is low it turns red (stressed) or when it is near the 100 mark it turns blue (relaxed). BA said it will analyze the data from the blankets to make the in-f light experience
AUGUST 2014 ISSUE
FINNAIR
better and the color patterns also gave an idea to the crew on the behavioral response of the passengers to in-f light services such as the timing of meals, the menu and the movie options. The airline released a video (over 400,000 views so far) about the experiment that shows how initially there are f luctuations as passengers settle in, while there is a noticeable change in passengers’ mood as they enjoy food and drink. The blankets also show the reactions to different types of f ilms and enter tainment. While initially focusing on the technology and the passenger experience using it, the video closes with a clear marketing hook, stating “Never underestimate the power of a good f light’s sleep.”
Ferris wheels have been chosen by several airlines as a f itting venue for marketing initiatives. For example, Brussels Airlines in the summer of 2012 gave visitors of the annual Tomorrowland festival in Belgium a free ride in the Tomorrowland ferris wheel, while Air France did the same at Montreal’s ‘En Lummiere’ festival. On a related note, Emirates has its name linked to the high-prof ile ‘Emirates Air Line’ cable car that crosses the Thames in London. In Helsinki, Finnair this summer has par tnered with the new Skywheel Helsinki to rename the ferris wheel to Finnair Skywheel . The 40-meter high ferris wheel opened in early June in Katajanokka harbour in central Helsinki, not far from where Finnair f irst based its f light operations in the 1920s. The observation wheel is equipped with
30 climate-controlled blue-and-white gondolas for year-round operation, including a four-person VIP cabin featuring a glass f loor, leather seats and Veuve Clicquot champagne service (fare: €195). One trip on the Finnair SkyWheel lasts 15 minutes, while a ride in the VIP cabin takes 25 minutes. Says Finnair’s marketing director Jarkko Konttinen, “We are proud to be associated with Helsinki’s newest landmark, which also has a special connection to our own history. The ferris wheel is a prominent and internationally notable Helsinki landmark that includes an aviation element. This is why we as an airline wish to be seen with it.” Finnair Plus members receive a 25 percent discount on the €12 fare and on 8 June the airline organised an event where all Finnair Plus members could ride the ferris wheel for free.
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EXPERIENTIAL SOCIAL DIGITAL TRADITIONAL
