benchmark report
airline marketing
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.”
MARCH/APRIL 2015 ISSUE
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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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
