Airline Marketing Benchmark Report October 2014

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benchmark report

airline marketing

igital

hyperlapse

all-in escape

MULTIPLE AIRLINES

In a development that sees the ‘time compression’ trend meet visual culture, time-lapse photography and video has exploded in popularity over the past few years. Launched at the end of August, Instagram’s new Hyperlapse app brings video stabilization and time lapse features to video shooting with mobile devices. Users have the option to speed up their videos by up to 12 times. The Hyperlapse video app has enjoyed runaway success, with more than 40,000 Instagrams bearing the #hyperlapse hashtag in just the f irst 24 hours and has been received very well with reviewers calling the app well-designed, easy to use, easy to sync with social media, and inspirational in nature. Technically the f irst airline to experiment with Hyperlapse has been Qantas, as it ‘re-grammed’ a Hyperlapse from one of

OCTOBER 2014 ISSUE

SILKAIR

their travellers, who captured Qantas airplane movements from a lounge at Sydney International Airpor t before his own f light. The f irst airline though to create their own Hyperlapse video using the new app has been JetBlue, which has consistently been an early adopter of social media technology. The f irst off icial airline Hyperlapse sees JetBlue show off a depar ture of one of its Airbus A320s from Orlando Airpor t. Other social media-prolif ic airlines like KLM and Air New Zealand have yet to experiment with Hyperlapse-ing, but (unveiling of new livery), Southwest Emirates (inaugural A380 f light to Frankfur t) and Qatar Airways (arrival of f irst A380) are among the carriers to have featured Hyperlapses on Twitter and Facebook.

Last year, Singapore Airlines announced it was accelerating the expansion of its regional carrier SilkAir, ex tending SilkAir’s reach into the massive markets of China and India after decades of focusing grow th in Southeast Asia. However, SilkAir has often been confused with being a regional budget airline. Says SilkAir CEO Leslie Thng “Consumers still perceive SilkAir as a low-cost carrier, to a cer tain ex tent, par tly because we do operate the narrowbody aircraft. There is a perception that narrowbody aircraft equates to low-cost carriers.” To promote and explain SilkAir’s full-service proposition, the airline has launched a marketing campaign, called A Joy to Fly . Par t of this campaign is a new web-based game called All-in Escape , where par ticipants can win daily prizes based on

their knowledge of SilkAir’s services. In the game, players must match icons that depict SilkAir products and services with clues. Par ticipants have to enter a unique combination of 3 icons, of which the f irst 2 will be prompted by clues. Once they get the f irst 2 icons correct, they are entered in a grand lucky draw where they can win a pair of return Business Class tickets to new Silkair destination Kalibo (on the island of Boracay in the Philippines) or Hangzhou. Par ticipants have to use their Facebook account to log in to play and are entitled to 3 tries per day at unlocking the unique combination. To win one of the 40 prizes given out daily, ranging from return trip tickets, airfare discounts, complimentary lounge access, complimentary seat upgrade, and additional baggage allowance.

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EXPERIENTIAL DIGITAL SOCIAL TV, PRINT, OOH


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