benchmark report
airline marketing
MARCH/APRIL 2015 ISSUE
A monthly selection of the most innovative marketing campaigns launched by airlines around the world SimpliFlying | airlinetrends.com April 2OI5
Issue 31
benchmark report
airline marketing
welcome. Published by market research agency airlinetrends.com and aviation marketing strategy consulting firm SimpliFlying, the Airline Marketing Benchmark Repor t contains a wide range of airline marketing case studies each month, providing you with the latest and most innovative social, digital, experiential and traditional airline marketing campaigns recently launched by airlines around the world. Whether you’re looking for inspiration or are eager to help your airline move into the nex t stage of engagement, while also understanding how your airline marketing initiatives compare to campaigns from competitors in general, these repor ts are indispensable for airline professionals working in the f ield of marketing and corporate communications. The monthly repor ts also help agencies that work with airlines stay on top of the latest innovative airline marketing initiatives.
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EXPERIENTIAL
Faced with ever more experienced consumers, who routinely ignore the commercials and ads thrown at them, airline brands are finding new ways to break through the adver tising clutter to connect with consumers. For any questions about the repor t, please contact Shubhodeep Pal at shubhodeep@simplif lying.com. As innovative campaigns come in all shapes and sizes, the Airline Marketing Benchmark Repor t is categorized into the following four themes:
SOCIAL
Besides engaging their online audience via Facebook and Twitter-based campaigns, the airline industry is also busy experimenting with new social media platforms.
DIGITAL
With the huge popularity of smar tphones and tablets, airlines are tapping into these digital platforms to engage consumers, as well as releasing videos online which they hope will go viral.
TV, PRINT, OOH
Despite the current focus on social, digital and experiential campaigns, airlines continue to serve up creative, traditional media-based, initiatives in order to reach a mass audience.
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benchmark report
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world’s most valuable airline brand
experiential
comfy challenge
EMIRATES Each year, British brand evaluation consultancy Brand Finance releases its Global 500 report , which ranks the world’s most valuable brands by assessing the dollar value of a company’s reputation, image and intellectual property. With Apple (brand value of USD 128bn), Samsung (USD 81.7bn) and Google (USD 76.7bn) topping the global chart, 2015’s top 500 ranking includes seven airlines with Emirates as the most valuable airline brand worldwide for the fourth consecutive year. The airline finished 196th out of the 500 evaluated global brands (up from last year’s 234th spot) with a brand valued at USD 6.6 billion, a 21 percent increase on Emirates’ 2014 valuation of USD 5.48bn. Comments Emirates President Sir Tim Clark, “Emirates is a global company serving a global audience, and as we grow our business
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SCANDINAVIAN AIRLINES we have to also grow our brand. Our brand strategy does not only involve marketing and sponsorships, but everything we do including product innovation and service delivery. Our aim is to become one of the world’s leading lifestyle brands, and to make the Emirates name synonymous with aspirational travel and experiences.” The other six airlines that have made it to the overall Global 500 ranking are Delta (#211 with a brand value of USD 6.3bn), United (#280, USD 4.9bn), Lufthansa (#353, USD 4.1bn), American Airlines (#422, USD 3.6bn), British Airways (#424, USD 3.6bn), and Southwest (#451, USD 3.5bn). BrandFinance has also made a ranking of the top 30 most valuable airline brands in the world (available here ).
To promote the introduction of its f irst refurbished A330 aircraft – which features a new Business Class cabin with ex tra wide seats, bedding from Hastens, and mood lighting – SAS invited a number of travellers on an international f light from Oslo Gardermoen to take par t in what it called the ‘Comfy Challenge’ sleep competition. The airline placed its new Business seat in the transit hall at the airpor t and the rules for par ticipants were simple: Lie on the bed, wear an eye mask, put in ear plugs, and fall asleep within 15 minutes. The person that fell asleep in the shor test time would win a trip to New York in SAS’ new Business Class.
who could see the different phases of sleep par ticipants went through. On the day of the competition, the airpor t was busy and there was a big crowd of bystanders. Some par ticipant fell asleep within 15 minutes after the cabin crew pulled the covers over them. The person to fall asleep the quickest was Wilhelm Blomberg from Helsinki, who was fast asleep in the new seat after just six minutes and two seconds (video here ). “We’ve received excellent feedback from our customers since we launched the new long haul cabin, and this was an informal and fun test to show how comfor table our new seats are,” says SAS Head of Marketing Marianne Orderud.
There was no possibility of cheating as the par ticipants were hooked up to electrodes that measured their brain activity and which was monitored by a sleep researcher
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#emiratesconnect4
try before you fly
EMIRATES
BRITISH AIRWAYS A lot of travel brands have recently been experimenting with virtual reality (VR) headsets for promotional purposes. However, beyond these marketing stunts companies are also looking to learn how this new technology can be used to improve the experience (e.g, Qantas’ trial to use VR headsets as IFE in First Class) and operations (airlines such as EasyJet and Virgin Atlantic ). On a similar note British Airways recently stated that “Virtual reality technology is developing fast and will be a game changer for the travel sector, as it is taking researching a business trip or holiday to the next level.” Earlier this year, BA used Oculus Rift VR headsets to market the airline’s destinations in the US. Passersby in the city centres of Milan, Frankfurt and Paris were invited to wear a VR headset and experience riding a bucking bronco in Texas, rollerskating down a
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Californian boardwalk or ice skating in New York’s Bryant Park. Video here . BA’s three virtual reality experiences have been created using footage filmed on location that was shot with six Go-Pro cameras and a specially-designed camera rig, and ‘stitched’ together to create a 360-degree world. BA said the VR experiences are “part of an investigation designed to trial how technology could be used by the next generation of travellers. Today’s travellers are checking out their destinations on TripAdvisor, street view and maps and this is the next step to let the customer actually experience destinations in the virtual world. It is the ultimate try before you fly.”
A snow storm in early March in New York did not stop Emirates from celebrating its four th daily service from New York’s JFK Airpor t with a larger than life Connect 4 game (images here ) which was placed in downtown Manhattan. Connect Four (a.k.a. Four in a Row) is a two-player game in which the players take turns dropping colored discs from the top into a grid, in order to connect four of one’s own discs of the same color next to each other before your opponent.
chance to win 2 Business Class tickets to any Emirates destination. Aiming to continue the event online, Emirates simulated a scavenger hunt for a Connect Four chip in a dedicated Instagram account , where par ticipants had to use their smar tphone to search in a continuous array of 144 posts made up of photos and videos that were a composite of four well-known Emirates destination. Once they found the chip, players complete their entry, for a chance to win 2 Economy tickets to any Emirates destination.
Emirates bills itself as a global connector of people, places and economies, hence the link with the Connect Four game. The Connect 4 event was promoted on Facebook — with a separate Facebook Invite — and Twitter, and passersby and fans on social media were welcome to play. Those braving the cold (image ) had a
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where in the world?
#snrackham BRUSSELS AIRLINES
QATAR AIRWAYS Another route promotion that looked to engage the general public via a well-known game comes from fellow Gulf airline Qatar Airways, which used a wheel of fortune to promote its 2nd daily frequency between Doha and Manchester in the UK. Under a campaign theme of ‘Where in the world?’, the airline asked passersby in the Spinningfields area in the center of Manchester (targetting an ABC1 corporate and leisure demographic) to spin a ‘destination wheel of fortune’ for a chance to win a trip for two to Bali. All participants also received a branded takeaway box with pre-packaged snacks giving a flavour of where Qatar Airways flies to. To ensure even more people heard about the event, the airline also encouraged tweets of #WhereInTheWorld along with their chosen destination which also increased participants chances of winning. MARCH/APRIL 2015 ISSUE
According to Qatar Airways, the event was held at this time of year when the weather is gloomy, so focusing on warm and exotic destinations would contrast nicely – and get people talking According to the airline, the event gained just under 1000 competition entries over 2 days and over 300 organic Twitter entries from visitors to the stand. Qatar Airways that centered on also created a video people talking about their most desirable destinations, which was released on social media, alongside a large brand campaign running through press, out-of-home and online.
Emphasizing its position as the flagship carrier of Belgium, Brussels Airlines has created a bespoke ‘black shark’ A320 aircraft, inspired by the well-known childhood adventure series Tintin , which have been created by Belgian ar tist Hergé. The livery is based on the shark submarine from the Tintin adventure, Red Rackham’s Treasure ). The aircraft was baptized ‘Rackham’ , and on the fuselage it says: “We fly you to the home of Tintin.” For the painting of the aircraft, Brussels Airlines had the challenging task to adapt the perspective of the original drawings to the unusual curves of an aircraft fuselage. The entire paint job took 1500 man hours in total and even extends to the bulkhead design inside the aircraft. Video here .
with them. This par tnership means a lot to Brussels Airlines. Tintin is a frequent traveler, discovered countries around the world and met people of different nationalities and cultures during his adventures. Abroad, we feel like an ambassador of Belgium. In all we do, we build on our ‘Belgitude’ while emphasizing on ‘the best of Belgium’. Tintin fits perfectly into this positioning and represents the characteristics that we also want to put forward: being open minded and welcoming,” commented Bernard Gustin, CEO of Brussels Airlines. Spotters, aviation enthusiasts and Tintin fans can follow the whereabouts of the plane on the brusselsairlines.com website and are invited to share their pictures tagged with #SNRackham on social media.
“I was personally brought up with the comic albums of Tintin, I learned to read
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social
crew instagrammers
selfie hotspots
EMIRATES
VARIOUS TRAVEL BRANDS The self ie rage shows no signs of slowing down and responding to people’s need to f ind a good spot to take a self ie, several smar t brands have been installing so-called ‘self ie hotspots’ – branded locations that make a self ie photo a little more special – which turns consumers in to brand ambassadors as well. A few examples from airlines, airpor ts and hotels: For its B787s, Virgin Atlantic has developed a bespoke #SkyhighSelf ie application that allows passengers to check in on Facebook and share their location with their friends and followers mid-f light for free. The app allows one check-in per person and passengers then can purchase a wif i-connection. Virgin Atlantic also created several #SkyhighSelf ie spots in the cabin which provide passengers with a “background to take the perfect self ie onboard.”
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At Amsterdam Airport Schiphol, ING – one of the largest Dutch banking companies – has created branded spots where passengers can take self ies. Travellers can stand in front of permanent self ie window stickers posted at the gates, which provide a view of aircraft on the tarmac and display the tex t “World, Here I Come.” In Sydney, the 1888 Hotel – a.k.a. the world’s f irst ‘Instagram-friendly hotel’ – features a ‘self ie booth’, where customers can snapshot themselves when they check in. On a similar note, the Grande Bretagne Hotel in Athens, Greece and the Clarion Hotel in Kristiansand, Norway have placed large stickers on the ground that indicate where guest should stand in order to feature the best background when taking a self ie.
Six Emirates cabin crew members have been given the oppor tunity by the airline to showcase their life, travels and experiences using the official Emirates’ Instagram page . During the months of March and April the airline’s Instagram account is run exclusively by the six crew members. Emirates currently has 400,000 followers, and is the world’s largest travel, transpor t and airline brand on Instagram. Coming from different backgrounds and positions within the Emirates cabin crew team, Emirates’ Instagram fans can follow their myriad stories as they travel around the world and capture the spirit of crew life through their photographs.
style, as well as their passion for travel and enthusiasm for capturing different cultures and new experiences. Says Boutros Boutros, Emirates’ SVP corporate communications, marketing & brand, “This is a very exciting first initiative using our Instagram platform, especially as it is a social media channel that is so popular amongst the crew community. It aligns with our Hello Tomorrow brand proposition, because at Emirates, it’s not just about getting from one place to another, it’s about connecting people and being a par t of a social experience. This campaign gives us an oppor tunity to bring that sentiment to life.”
The six crew were selected through a competition run amongst the nearly 20,000 Emirates cabin crew, and were chosen based on their visual story telling
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flight connections
digital
#westjetlove
ALL NIPPON AIRWAYS All Nippon Airways has launched Flight Connections , a platform to help business travelers turn their online connections into face-to-face meetings. Visitors to the Flight Connections website are asked to log in with their LinkedIn prof ile. The platform then creates a personalized ‘f light map’ visualization of the user’s LinkedIn network with ANA f light information overlaid in order to show users how they can easily connect with their business relationships in Asia. Visitors can also explore f light options to their LinkedIn network throughout Asia. To show the experience in action, ANA has par tnered with LinkedIn inf luencer and TED speaker, Nancy Lublin – Founder of DoSomething.org and creator of Dress for Success – who shared her journey to Asia in ANA Business Class to meet with her own business contact and documented her experience on LinkedIn. MARCH/APRIL 2015 ISSUE
WESTJET Says Yuji Hirako, SVP The Americas at ANA, “As the number of business travelers and tourists coming to Japan from the U.S. continues to grow, we wanted to create an innovative way to visually map the connections our passengers have and show them how convenient it is to visit on an ANA f light. Our hope is that Flight Connections will spur the business community on both sides of the Pacif ic to visit each other more often and forge an even stronger bond for the benef it of both.” To encourage people to visit the Flight Connections site during the launch period, ANA runs a sweepstakes until April 13 where f ive U.S. residents can win a business class roundtrip ticket to any ANA destination in Asia.
To celebrate Valentine’s Day and promote its flights to Barbados, Canadian low-cost carrier WestJet scouted two bachelors — who just happened to be looking at engagement rings inside a jewelry store outside Toronto — with a trip to Barbados. Once WestJet had committed them to the idea of the #WestJetLove campaign, they convinced their girlfriends that they had won a role in the airline newest commercial. But there was a catch: They were only allowed to propose when their host, a WestJet flight attendant called Ian – who carried the engagement rings – decided where and when the men would propose. Both couples get to experience the adventure and relaxation por tions of their free trip, but freak out when they think it’s time to propose.
and has generated nearly 1.5 million YouTube views sofar. WestJet also posted an additional two episodes which showcase each couple’s journey: Mike and Heather (200,000 views) and JP and Stephanie (180,000 views). Says WestJet: “We par tnered with Tourism Barbados to come up with a unique way to showcase the romance and luxury that the island has to offer. With so many proposal videos available online, we thought it would be fun to take a bit of an unexpected twist to your typical engagement story.”
The 7-minute video follows the stories of Mike and Heather and J.P. and Stephanie
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make your own safety video
#newyorkdiy AIR FRANCE
AIR NEW ZEALAND Air New Zealand – the airline known for its creative inflight safety videos – has partnered with New Zealand’s ‘Te Papa’ National Museum in Wellington to run a nationwide competition for school kids in years 4 to 8 to create their own version of an ANZ safety video. Addressing school teachers, ANZ encouraged them to: “Ask your students to grab their cameras and get creative. A great day out in the capital for your class and supervising adults!” The safety video should be 2–3 minutes long and will be judged on originality, creativity and ‘fun factor’, with the winners announced at the end of April. A selection of the best entries will also be screened at the exhibition at Te Papa for all visitors to see.
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One class will win the grand prize of a trip to Wellington to visit the airline’s 75th anniversary exhibition, “Air New Zealand 75 years: Our nation. The world. Connected,” and learn about the airline from the Te Papa curator. Second and third prize winners will receive HP Chromebooks for the classroom and HP Officejet Pro X-series printers for their school. Commenting on the initiative, ANZ’s Head of Global Brand Development Jodi Williams said, “We have developed a reputation for our safety videos which have been viewed by millions of people worldwide and always tend to generate a lot of conversation. We’re excited to open up our creative platform to Kiwi kids and, as with our safety videos, we’ll be looking for originality, creativity and that sense of fun.”
In late 2013, British Airways launched a promotional campaign, called ‘Choose Your Own Adventure’ , which cleverly made use of YouTube’s interactive features. Shot in BA’s European destinations of Rome, Paris, Berlin and Barcelona for a first person point-of-view, the viewer was transpor ted via a series of shor t clips that simulated their experience with BA from check-in to arrival into the city of their choice. From there, the viewer could make a choice within the YouTube videos between different sides of the city and personalize their own video tour. A similar idea is behind Air France’s #NewYorkDIY campaign, which aims to let viewers experience New York in a ‘do it yourself’ mode as if they were there.
Visitors to the #NewYorkDIY website star t by making a number of choices about their ideal trip in New York. The first thing is to choose whether they are male or female, followed by a number of other choices about what time they want to arrive, eat for lunch, afternoon activity, evening meal and finally what to do at night. The website then creates ‘the perfect trip’ video based on these choices. In total there are 2,000 different video combinations possible, and all videos are shot by pointof-view cameras that have been mounted on helmets in order to provide viewers with an immersive digital experience. Video here . According to Air France, New York is the first leg of the airline’s ‘do it yourself’ experience, with other cities to follow.
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flying the world
blippar cards VIRGIN ATLANTIC
IBERIA Iberia has launched an innovative application, Fly Around the World (Vuela por el mundo), which enables users to make a simulated Iberia flight from their computer, as well as control an Iberia A330 aircraft on their desktop or laptop via their smartphone. How it works: Aspiring pilots log on to flight.iberia.com from their desktop or laptop computer, then scan the QR code on the screen in order to synchronise with their smartphone or tablet device – which then serves as their controller (wearing earphones is also recommended). Users then choose their destination and have a choice of eight exterior cameras to capture the action from various angles. Realism – clouds, sky, shadows, the purr of the engines in 3D audio – is ensured by the use of so-called webGL technology. Other features include sunrises and sunsets – the light changes with
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the time of day – and and realistic sound effects. To make the experiemce more social, there is a feature for users to capture any frame of the flight to share on social media or download it as wallpaper. According to Iberia, translating the actual flight experience to a web-browser required a high level of realism, with the main objective to give freedom of movement, with several cameras delivering the best possible angles of the aircraft in flight. Fly Around the World is available in Spanish, English, French, German, Italian, and Portuguese. Messages for the crew are in Spanish or English.
Virgin Atlantic recently par tnered with augmented reality and image recognition for a 1-month digital app Blippar scavenger hunt game for passengers travelling out of London Gatwick Airpor t. Augmented reality works when a mobile device is pointed at an image and the image ‘comes alive’ by displaying graphics that appear to occupy the same space as oneself. For example, IKEA has used the technology in a product catalogue that gave the viewer a 360/180 degree view of a room in their home, with the ‘vir tual’ ability to put furniture where they want. Virgin Atlantic used Blippar’s technology to invite passengers to take photos of themselves and have a bit of fun with the technology before they board their flight.
bags at check-in. The cards provided them with clues to help find five different images dotted around on posters (examples here and here ) located in the depar ture lounge and at gate areas. Using the Blippar app (which is free to download), passengers could scan each poster they found to see different images come to life on their device. Displaying various graphics such as an aircraft, a pilot’s hat, surf board, rollercoaster and an aircraft window, passengers could take a picture of themselves within the ‘digitally enhanced’ scene, creating a personalised postcard and share it on social media.
How it worked: Passengers could collect a postcard when they dropped off their
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tv, print, ooh
flying reimagined
france is in the air
ETIHAD
AIR FRANCE One year ago, Air France launched its ‘France Is In The Air’ brand platform amid much fanfare, which was generally praised for its creativity and flair. Air France has now embarked on a lavish flight of fantasy in its first global commercial since 2011 with a 45-second spot directed by film collective We Are From LA (which also directed Pharrell’s ‘Happy’ video). The action takes place inside an oversized, stylized airplane cabin and colorful images of French culture and taste play across the screen. Viewers are treated to ballerinas, the Tour de France, a high-fashion photo shoot, pastries, young lovers and more. Most of the performers ride swings dangling from the ceiling. The song Warm in the Winter from ar tists Glass Candy takes centre stage as MARCH/APRIL 2015 ISSUE
the soundtrack. Remixed to include the signature “France is in the Air” message, the soundtrack has also been deployed across touchpoints such as phone call waiting and aircraft boarding. BETC executive creative director Rémi Babinet explains. “Communications for airlines tend to show planes, smiling stewardesses and comfy seats. It all looks the same. We wanted to make people feel Air France’s unique spirit. The airline is a flying embassy of the ar t de vivre that France stands for.” The commercial is broadcasted on tv and in cinemas in France, USA, Brazil, Japan, China and Italy. On YouTube, the spot was viewed over 2 million times in just 4 days and is currently nearing 50 million views.
Etihad has unveiled Nicole Kidman as its brand ambassador as it seeks to drive global awareness of its luxury positioning and has launched its first major global brand campaign starring the Australian celebrity, who also has deals with high-end brands including Chanel. The video spot , created by M&C Saatchi Australia, features Kidman as star and narrator in 30 and 60 second formats and is suppor ted by print, digital, social and outdoor. The spot plays on the Etihad’s strap-line ‘Flying Re-imagined’ and promotes its ‘The Residence’ super-First Class. Print ads also feature its first class apar tments and “the lobby”, an on board bar and seating area for First and Business Class passengers.
around the world, including various landmarks in Abu Dhabi. The spot also features a digitally created scene of Kidman in the interior of the soon to be opened Louvre Abu Dhabi. Kidman was selected because her “sophistication, intelligence, originality and elegance” aligned with the brand. “We are reimagining flying by breaking away from convention and leading the way in innovation, design, style and hospitality,” said Peter Baumgar tner, Etihad’s chief commercial officer. “Aviation is a highly competitive industry where the consumer is swamped with messages from things that are essentially the same.” He added: “In 2014 our brand awareness leaped from 63% to 73% and I have no doubt this new campaign will boost our awareness to new levels.”
The commercial was shot onboard Etihad’s new flagship Airbus A380 and in locations
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fly to any place you can imagine
#snackholidays TRANSAVIA FRANCE
S7 AIRLINES Russian low-cost carrier and Oneworld member S7 Airlines has created a campaign based on the power of imagination. To promote its 900 destinations (including those served by oneworld carriers), the airline worked with Wieden+Kennedy, Amsterdam, to create ‘Fly To Any Place You Can Imagine’, which frames its locations as magical realms dreamed-up by children. In a 3-minute online film , 20 kids are asked the question ‘Let’s say you can go to any place you can imagine. What would this world look like?’ Their answers range from ‘chocolate lakes’ to ‘a secret world where people live underground’. The film ends with the reveal that these imaginary locations are reminiscent of real destinations that the airline flies to across the globe, and the kids’ answers are the basis of an integrated campaign, which MARCH/APRIL 2015 ISSUE
besides the video – 60 and 30-second versions aired across Russian cinema and TV – includes print , out of home, radio, digital and social activity. An online discovery tool also encourages visitors to embrace their inner child and find their own dream destination. On the site, users see a view of the sky, where they can digitally pin a message describing a place they imagine visiting. The site then serves up a real suggestion from the S7 route map. Users can then directly book tickets to their dream location, or explore other people’s ideas on the interactive site. People can also post your request on your Facebook and VKontakte page by adding #IWANTTOGOWHERE hashtag.
For Parisians, buying a plane ticket to Barcelona can be as easy and fun as picking up a bag of chips or candy. This is the message of a new campaign launched by Transavia France, the low-cost subsidiary of KLM-Air France. The airlines has assigned a different snack item to several of its destinations and has packaged the tickets as a bag of snacks. For example, Transavia’s sesame-flavored chips, priced at EUR35, come with a ticket to Barcelona. A granola bar priced at EUR40 buys a flight to Dublin, while a bag of candy for EUR35 is bundled with a ticket to Lisbon. Each snack includes a voucher code for a one-way flight from Paris to the indicated destination between June 1 and October 24, with no additional fees. To redeem a voucher, users simply enter the code located inside the packaging at the Snack
Holidays microsite . Travellers do need to book a separate return flight though, whether with Transavia or a different airline. Transavia worked with distributor Selecta to fill vending machines located at the Montparnasse train station with snack bags, and secured corner shelves in the Carrefour City mini-supermarkets in Paris’ 11th arrondissement, as well as at Mk2 cinema theaters. Videos to promote the offer here and here The campaign, promoted via the hashtag #SnackHolidays, was set to take place from March 24 to 31. However, following the crash of the Germanwings A320, Transavia decided to suspend the campaign until fur ther notice and remove all visual manifestations for now.
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about us.
Pricing SimpliFlying is a global consultancy that believes in thinking differently about aviation marketing. Having worked with over 50 airlines and airports around the world, it has presences in Singapore, UK, Spain, Canada and India. Today, SimpliFlying advises airlines and airports on customer engagement strategy, achieving aviation business goals by harnessing the latest innovations in the social media space. The firm also conducts MasterClasses to train and develop airline and airport teams to become self-sufficient in executing measurable and rewarding social campaigns.
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