benchmark report
airline marketing
free wifi access
wifi taxi AMERICAN AIRLINES
JAPAN AIRLINES
To raise awareness among business travellers in London that American Airlines (AA) offers full-f lat seats in First and Business on all f lights between London and New York – and is also the only airline to offer wi-f i across the Atlantic – the airline this spring wrapped 40 cabs in AA livery and provided passengers with free 4G wi-f i.
AA’s ‘wif i taxi’ was par t of a massive out-of-home campaign by the airline in London which appeared across the London Underground, rail and bus networks, on large-format roadside sites , at Heathrow Airport , Heathrow Express, Canary Wharf and on ECNlive, a digital signage network inside off ice buildings.
On entry to the taxi, passengers were met by a welcome message on the interior digital screen prompting them to connect to free 4G wi-f i. Upon doing so, they were taken to a campaign landing page on aa.com, which provided access to a vir tual tour of our new planes. In addition, a 30-second ad played on the taxi screen, providing customers with more information on American’s transatlantic f lying experience.
According to Rappor t, which was responsible for the media planning, 41 percent of AB business travellers in London recalled seeing the campaign (rising to 60 percent for those who travel for business at least once a month). Of its competitors, AA saw the biggest increases in both top-of-mind brand and adver tising awareness despite no TV activity and spending signif icantly less than these rival airlines. More stats and a case video here and here .
SEPTEMBER 2014 ISSUE
Various surveys show that travellers today regard free or low-cost access to wif i when abroad as an essential need, while many travellers have run into unexpected high roaming charges when returning home. When Japan Airlines (JAL) found that around half of international leisure visitors to Japan had a strong desire for free internet access, the airline decided to par tner with Japanese telco NTT East. NTT East operates a network of so-called ‘Hikari Station’ hotspots that are located at more than 46,000 shops and facilities across eastern Japan and which allow tourists to use free WiFi service during shor t visits to Japan.
passengers can enjoy free Wi-Fi service for 14 days at a wide range of NTT East’s Wi-Fi hotspots covering 17 cities. JAL’s provision of free wi-f i for passengers in Japan is a good example of the ‘marketing as a service’ trend, which is decribed by trendwatching.com as: “With pragmatic, convenience-loving consumers enjoying instant access to an evergrowing number of suppor ting services and tools (both off line and online), brands urgently need to hone their ‘butlering skills’, focusing on assisting consumers to make the most of their daily live.”
Foreign visitors purchasing a JAL ticket to Japan will be eligible to apply for a free ID and password on JAL’s international website . With the ID and password,
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
