benchmark report
airline marketing
hollywood, without the drama
#shareacokecanada
DELTA
To promote the star t of its new services between London Heathrow and Los Angeles at the end of October, Delta held a ‘Hollywood. Without The Drama’ campaign, that saw the airline roll out the red carpet to showcase its onboard products and services at a speciallyconstructed pavilion at Jubilee Plaza, outside Canary Wharf Station. A giant screen also highlighted some of the 250 movies on-board Delta f lights through a series of vignettes depicting popular f ilm scenes. The promotion was complemented by a radio campaign on Capital FM and Hear t, as well as a branded Delta Hummer visiting London railway stations, drama schools and Heathrow Airpor t. “London is a key market for Delta and activations such as this Hollywood theme help to bring to life the Delta f light
NOVEMBER 2014 ISSUE
WESTJET X COCA COLA
experience and popular destinations we serve with both corporate and leisure travellers,” said Frank Jahangir, Delta’s VP of Sales EMEA. “We have invested heavily in our on-board products, including our in-f light enter tainment and fully f latbed seats in the premium cabin. This promotion allows us to communicate these improvements in a fun and creative way.” Visitors also had the chance to win a money-can’t-buy screen test with the Dark Knight Rises casting director through a dedicated week-long self ie competition by uploading a photo or video taken at the Delta Pavilion to Twitter or Instagram using the hashtag #DeltaMovieStar . 203 people par ticipated in the contest and 2,025 photos in total were posted on social media.
‘Share A Coke’ is Coca Cola’s global brand campaign that is based on the idea to get consumers buy and share personalized bottles and cans. In mid-September, Canadian LCC WestJet par tnered with Coca-Cola to take the campaign to the skies. On a September 18 f light from Calgary to Halifax, using a special vending machine set up at the depar ture gate, passengers were given the oppor tunity to create customized cans of Coke to share with whoever they were meeting at the other end of their f light. Fur thermore, by scanning the barcodes on the cans, passengers could also win prizes such as free f lights and upgrades to ‘plus’ seats. Once passengers boarded the plane, they found a personalized can with their own name on it waiting for them at their seat. Then, out their window, they saw WestJet
staffers waving to them from the tarmac. The wave-off has long been a WestJet traditional, but this time staffers held a sign in the shape of a Coke can with the name of each guest. Video of the event here . As par t of the par tnership, WestJet also created a faux in-f light safety video that showed guests how to properly drink a Coke on board. According to Christina Clifford, sponsorship and experiential coordinator at WestJet, the Halifax f light was chosen because it was a market the ‘Share A Coke’ campaign hadn’t hit yet and they learned through social listening that many consumers in Halifax wanted it to come there.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
