benchmark report
airline marketing
hekla aurora
taxi rechargers
In the past year, Icelandair has been very active in promoting its Stopover offer, which allows passengers to stop in Iceland for up to seven nights at no additional airfare on their journey across the Atlantic.
With the increasing availability of inflight connectivity and wireless inflight entertainment, providing passengers with inseat power in both Business and Economy is also rapidly becoming a requirement.
experiential ICELANDAIR
Following earlier initiatives such as the Surprise Stopover and promoting its Stopover Experience at travel shows via Oculus Rift virtual reality headsets , Icelandair has unveiled the ‘Hekla Aurora’ , its new Aurora Borealis (Northern Lights)themed B757 aircraft. Hekla is a traditional Icelandic girl’s name and the name of a volcano, while Aurora references the northern lights, the airline explained in a release. The aircraft has been given a strikingly colorful Aurora Borealis-like livery, which has earned a large amount of coverage in the press and on social media. A ‘making of’ video shows airbrush artists transforming the plane.
FEBRUARY 2015 ISSUE
DELTA x UBER
Furthermore, the plane’s cabin has been fitted with LED mood lighting that resembles the Northern Lights, emitting shades of blue and green that dance through the cabin (video here ). This is a world’s first and shows how mood lighting can be used to support an airline’s brand. The launch of the Hekla Aurora was celebrated in Reykjavik with an Aurorainspired light illumination of the city’s Hallgrímskirkja Church, with the aircraft flying over the city as a prelude to the city’s annual Winter Lights Festival. The Hekla Aurora 757 will be deployed on various routes throughout Icelandair’s network.
To promote the fact that Delta now offers inseat power onboard all its long-haul flights in and out of New York (the airline is also in the process of outfitting its narrowbody fleet with in-seat power), Delta has teamed with Uber taxi’s in New York City to install Deltabranded battery-powered chargers that are attached to the back of the front seat. Each charger allows for up to two devices to be recharged via USB and the text on the chargers reads “A USB port at every seat, starting with this car – USB ports on all international long-haul flights.”
heavily in renovating it airport terminals and expanding its network in New York in an initiative called ‘Keep Climbing NY’. By teaming up with Uber to offer consumers a thoughtful ‘branded service’, Delta communicates its new amenity in a clever way. Says a Delta spokesperson: “We partnered with Uber to target tech-savvy business travelers and let them experience the product benefit before even boarding their flights.” Delta’s ‘branded service’ has been shared many times on Twitter using the hashtag #KeepclimbingNY and users on Instagram and Twitter called it “clever,” “genius,” “positively brilliant,” “The Most Useful Ad Ever,” “crazy smart,” and “AWWWEEESOMMMMEEE.”
New York is a very strategic market for Delta and in the past years the airline has invested
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
