benchmark report
airline marketing
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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