benchmark report
airline marketing
social
marriott x snapchat
go multinational
SNAPCHAT
AMSTERDAM SCHIPHOL AIRPORT
We occassionally feature campaigns from airline-related industries that we feel can provide inspiration for airlines as well. For example, Amsterdam Schiphol Airpor t’s Go Multinational campaign aims to highlight the large number of business destinations the airpor t offers through a competition that offered young entrepreneurs the chance to win a popup office for their business at a Schiphol destination of their choice. To apply for a pop-up office abroad, par ticipants had to write a shor t pitch to compete for the coveted pop-up office: Four weeks at the destination of their choice, including flights, accommodation, personal assistant and a local adver tising campaign. The campaign website also provides all sor ts of useful economic and business data for each destination. Information such JANUARY 2015 ISSUE
as ‘What is the impor t/expor t balance for San Francisco?’ and ‘How much does the average resident of Fukuoka have to spend?’ is displayed clearly on the site using infographics. Around 100 entrepreneurs applied for a chance to venture abroad and the most popular business destinations were New York, San Francisco, London, Berlin and Hong Kong. All submitted pitches were judged by a panel of exper ts, which included Maar ten de Groof (CCO Schiphol Group) and Harm Kreulen (GM KLM Netherlands). Five finalists were announced on January 8th and include architect agency MLA +, fair trade chocolate brand Tony’s Chocolony, sustainable fish feeding Protix, Lyme disease diagnosis developer Tropicare and furniture design agency Spectrum Design. They will compete against each other in the grand final which will take place on February 4th.
After gaining notoriety as a means for sending inappropriate photos, Snapchat is quickly becoming a mainstream social platform for those under the age of 35, as ‘Generations Y and Z’ these days are communicating mainly in photos and videos - quickly and instantly. The smar tphone app allows users to send ‘Snaps’ – tex ts, photos and videos – to each other that appear for up to 10 seconds and then disappear. The travel industry lends itself naturally to Snapchat due to the industry’s visual nature and the prevalence of sharing travel content. Last year, Aer Lingus became the f irst (and to our knowledge still only) airline to create a presence on Snapchat, using Snapchat to promote a playful behind-thescenes view of the company, which earned the arline a nomination for Best Use of an Emerging Platform at the SimpliFlying
Awards 2014. The f irst major hotel chain to experiment with Snapchat in order to reach and engage a younger audience is Marriott. Marriott chose four inf luencers who will create a two-way conversation with users about what cities the inf luencers to visit, while working with the Marriott brand during the visits. For its inf luencers, Marriott turned to ‘Viner’ Brittany Furlan, ‘YouTubers’ Casey Neistat and Louis Cole, and Snapchatnative star Shaun McBride to share their hotel-stay adventures on the platform in a 3 month story telling campaign. Neistat, for example, will go to Haiti to showcase the opening of Marriott’s new proper ty there and explore the country’s recovery from the 2010 ear thquake. For more on SnapChat and travel brands see this article on Skift.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
