benchmark report
airline marketing
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#curiocity
#fortunetraveller
BRITISH AIRWAYS
As technology is quickly changing the way we travel, airlines are increasingly immersing themselves in digital culture culture by par ticipating in events such as TED and SXSW , establishing Digital Media Labs (Ryanair) and Innovation Hubs (Lufthansa), or co-creating new applications in ‘hack-a-tons’ (e.g, AA, Emirates, Vueling). For more, see the ‘Cool Tech’ trend in our 2014 State of Airline Marketing repor t. The latest iniative comes from British Airways, which has par tnered with leading online source Mashable to host a Twitter challenge around the question of “What’s The Nex t Big Thing In Travel Technology?” BA and Mashable invited clever minds from the UK’s tech industry to tweet their most innovative idea for creating a better travel experience, and include the tag #CurioCity , for a chance to win
NOVEMBER 2014 ISSUE
TURKISH AIRLINES
a trip to Austin, Texas on BA’s new B787 Dreamliner. Austin has a vibrant star t-up culture, is the home of the annual SXSW event, and BA star ted direct f lights to the city in March 2014. Five winners – whose ideas ranged from location-based push notif ications to mobile-linked biometric passpor ts – were chosen by a panel of judges and the group’s visit coincided with Austin Star tup Week. The itinery included welcome dinners and pub crawls with members of Austin’s tech scene, a visit to local star tups and to a Mashable par ty. Video summary of the trip here . Mashable and BA are now completing the entrepreneurial exchange by offering up a trip to London in November for four creative Austinites.
Turkish Airlines has par tnered with YouTube for a new global campaign that saw the airline f ly some of YouTube’s high-prof ile vloggers (video bloggers) to Istanbul with just a passpor t and a bag. The #For tuneTraveller initiative involves taking popular vloggers such as Devin Supertramp from the US with over 2.5m subscribers, and Damian Walters from the UK with 475,000 subscribers, to the Turkish city where they took par t in a traditional Turkish for tune telling event, after which they were sent to one of Turkish Airlines’ 260 destinations. The deal was brokered and produced by video marketing agency Rightster and includes talent from 10 countries. The YouTube vloggers were asked to record their experiences showcasing Istanbul, the chosen destination and the Turkish Airlines experience. Each video was housed on the Turkish Airlines YouTube channel .
Neset Dereli, interactive marketing manager at Turkish Airlines, commented on the initiative: “This par tnership showcases the increasing impor tance of global YouTube network par tnerships to reach a truly global audience.” Added Inanc Emre Albayrak, Interactive Marketing Supervisor at the airline: “This new innovative campaign underlines our ongoing commitment to the YouTube platform and follows on from our phenomenally successful Kobe v Messi viral campaign.” On a similar note, Turkish Airlines earlier this year also invited f ive inf luential Instagram users to Istanbul as par t of an #InstaMeetTK0001 event (covered in the July 2014 edition of this repor t) to photograph the city from different vantage points and share their photos with their audience.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
