benchmark report
airline marketing
escape to the caribbean
stillness in motion
BRITISH AIRWAYS After a long and dreary winter, a pop upstyle British Airways campaign at London’s bustling Victoria Station got commuters into a sunnier mood while promoting the airline’s extensive Caribbean network with a fun experience and a chance to win a getaway. Par tnering with multiple tourism boards, Time Out London, and Secret Escapes, a sign-up service offering big discounts on luxury hotels and vacations – British Airways invited folks in transit to hit a big ‘escape’ button and leave the rat-race behind. Thank to a vir tual reality set up, par ticipants at Victoria Station could spend time exploring different sandy beaches and inviting resor ts in the Caribbean. To formally enter the “Escape to the Caribbean” contest, people had to generate a holiday postcard by selecting a photo from one of five destinations, explaining thier best JUNE 2015 ISSUE
DELTA reason for wanting to go, and a including a picture of themselves. They were then prompted to share this digital card, which doubled as their entry ballot for a chance to win a pair of tickets (‘behind the scenes’ video here ). The stunt at Victoria station was suppor ted with traditional press adver tising, poster site and digital display boards, all designed to draw attention to the competition and to encourage even more people to enter through Time Out’s competition web portal . Colm Lacy, BA Head of Commercial for Gatwick said: “We wanted to bring to life the variety of options we have for people wanting to escape to the Caribbean this year. With great Caribbean sale pricing and a targeted adver tising, par tnership and experiential campaign, we really hope people will be influenced to book their next Caribbean escape.”
Delta has aligned itself with TED Talks over the past few years, blending art with marketing . These innovative campaigns help the airline connect with creative, and entrepreneurial business travellers, and reflect Delta’s position as a forward looking brand, encouraging customers realise their dreams—both in the clouds and at sea level. This year, with its Stillness in Motion installation, a melding of interactive art installation and lounge (especially built for the TED Conference in Vancouver), Delta suggested participants could achieve more by standing still. The project was inspired by the work of TED speaker Pico Iyer, author of The Art of Stillness, and brought to life in conjunction with agency MKG , which specialises in experimental marketing.
As shown in Delta’s YouTube video a combination of mirrored walls, light effects, and immersive organic visuals were designed to soothe the senses. A quote on the wall by Pico Iyer set the theme: “In an age of constant movement, nothing is more urgent than sitting still.” Inside, a dynamic soundscape imbued a sense of calm. Within a prismatic cocoon of mirrors, a chair equipped with heart-rate sensors let participants control a light show with their heartbeat. This was recorded on a keepsake orb, which pulses to match the owner’s lowest heart rate. Later, a walk through Delta’s Productivity Lounge, featured business-oriented cabin features, like onboard Wi-Fi, in-seat power, and demos of the Delta app. Of approximately 800 influencers who participated in Stillness in Motion, 95% shared their experiences on Social Media . .
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
