benchmark report
airline marketing
stopover stories
food truck
ICELANDAIR
Icelandair has launched its ‘Stopover Stories’ campaign, which is designed to draw attention to Icelandair’s Stopover deal, which gives people travelling on transatlantic f lights between the 25 cities in Europe and 14 cities in the USA that Icelandair operates to, the chance to stopover in Iceland (for up to seven days) without the expense of additional airfares. The centerpiece of the new campaign is a two-minute video of a passenger – named Kat, who is a photographer from Seattle who is traveling to London – who is treated to a surprise, 48-hour stopover in Iceland. The video shows her arriving at Kef lavik Airpor t for what she thinks is a shor t connection on the way to her f inal destination. Instead she was greeted by a par ty of friendly Icelanders, who whisked
OCTOBER 2014 ISSUE
KOREAN AIR
her away on a two-day tour of Iceland— tailor-made specif ically to her suit her own interests and passions. The surprise stopover video generated nearly 1.5 million views in the f irst 10 days after it was posted on YouTube and is the star t of the initiative: Through the end of the year, the airline will be giving people the chance to nominate an unsuspecting friend for a Surprise Icelandair Stopover when they pass through Iceland. Those who nominated the lucky winners will be invited by Icelandair as well.
Food trucks are a hot phenomenon these days, evolving from chip stands into quality gourmet food on the go. As experiencing the products and services offered onboard has become an effective marketing tool for airlines to engage savvy consumers, a handful of airlines – Air France, Austrian, Delta, United – and one airpor t (Stockholm Arlanda) – have already capitalized on the food truck trend for marketing purposes. The latest airline to join the food truck bandwagon is Korean Air, which is offering Houstonians a taste of its inf light meals in order to promote its non-stop f lights between Houston and Seoul which it star ted this May. Aimed at prospective business travellers, the truck – fully wrapped with the Korean Air colors and images – serves 250 meals on weekdays during lunch hours at the so-
called ‘energy corridor’ of the city near the headquar ters of General Electric Oil and Gas and Chevron. On weekends it sets itself up at local events in the Houston area. Two f light crews from Korean Air, along with a catering chef who will prepare the sample meals, are running the food truck. Foods that are available for sampling include bibimbap – a dish of rice, vegetables, meat and hot pepper paste – galbijjim – baised beef shor t ribs – and Bulgogi deopbab, a bowl of rice topped with bulgogi or grilled marinated beef. The meal service kicked off on September 29th and runs through Oct. 26, and Korean Air plans to serve 100 bibimbap, 100 servings of bulgogi deopbab and 50 plates of galbijjim per day.
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EXPERIENTIAL DIGITAL SOCIAL TV, PRINT, OOH
