benchmark report
airline marketing
cross-media
uber surprise stopovers
experiential
#tasteofamerica LUFTHANSA USA
Earlier this year, Lufthansa introduced regionally-inspired menus in Business and First on outbound flights from the USA, saying it aims to offer passengers a ‘Taste of America’ by featuring local culinary traditions and ingredients from across the U.S. To promote the new regional menus, the airline and its catering subsidiary LSG Sky Chefs toured six US cities between October 7th and 21st with a food truck. During the tour, LSG Chefs demonstrated how locally sourced ingredients are used in preparing the on-board meals and offered the public the chance to sample dishes served onboard such as Pumpkin Ravioli, Ancho Chili Dusted Beef Filet or Soda Pop Braised Short Ribs. Alison Russo, Manager Social Media Marketing, Lufthansa USA commented on the campaign: “The popularity of food trucks in the U.S. allowed us to take the experience
NOVEMBER 2014 ISSUE
ICELANDAIR
on the road to reach a large number of people.” The #TasteOfAmerica tour visited New York City , Charlotte , Miami , Atlanta, Dallas, and Los Angeles. Those interested could follow @Lufthansa_ USA on Twitter for times and locations. Images and video of the tour here and here . As part of the tour, Lufthansa USA also held a contest that awarded the winner two Business Class tickets to Europe. Participants could enter by spotting the food truck in their city, take a photo or short video of it, and share it with Lufthansa USA via Twitter or Instagram using the hashtag #tasteofamerica.
In the past months, several airlines have partnered with hip taxi application Uber to jointly promote new flight destinations or new cities where Uber was launching, by rewarding unexpected flyers with a free ride to or from the airport. For example, Virgin America in mid-October marked its first flight from Dallas Love Field with the ‘Ultimate Uber Ride,” which saw a ‘moodlit’ Uber vehicle that resembled the airline’s signature moodlighting, hit the streets of Dallas. Locals who caught a ride in the Virgin America-branded taxi scored an invitation to the airline’s launch party. Another generous campaign that jumped onto the Uber bandwagon was Icelandair’s ‘Uber Surprise Stopovers’ event in Boston on October 16. As part of Icelandair’s current #MyStopover
campaign (reported in last month’s edition), a fleet of 30 Uber SUVs toured the streets of Boston offering free rides to passengers who happened to book the taxi via the Uber app. Once inside, passengers were greeted by Icelandair pillows and blankets, bottles of Icelandic Glacial, skin care products from Blue Lagoon, and enchanting Icelandic music in order to provide a comfortable ‘in-flight’ experience for passengers. In addition, a specially designated Icelandair UberSUV with an Icelandair flight attendant surprised 22 lucky riders with roundtrip tickets to any Icelandair destination in Europe of their choice, which ofcourse would include an Iceland stopover (heartwarming video here ). Icelandair says it’s planning to launch Uber Surprise Stopovers in other U.S. cities as well.
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EXPERIENTIAL DIGITAL SOCIAL TV, PRINT, OOH
