benchmark report
airline marketing
behind the scenes
surfing safari
QANTAS X GO PRO On May 4th, GoPro and Qantas took viewers behind the scenes with a creative YouTube video (with 17,000 views on the Qantas channel) showing exactly what happens to our luggage after it’s been tagged and carried off by a luggage belt prior to our flight. Shot entirely with GoPro cameras and set to lively rock music, this clip follows a little red suitcase on its exciting journey through self-service tagging, airpor t drop off, a network of conveyor belts, a digital tracking process and more. The two-minute video is the first instalment the public can expect in a series of videos produced by GoPro and Qantas. It plays on the established success of GoPro’s other action-packed ‘Behind the Scenes’ videos showing the inner workings of spor ting events, movie sets, musical performances and more. JUNE 2015 ISSUE
AIR NEW ZEALAND “We often get requests to look behind the scenes at our airpor t terminals and on board our aircraft, and thanks to GoPro we’ve come up with a novel way of doing it,” said a spokesperson from Qantas. “We’ll be rolling out a series of videos using strategically-located GoPro cameras to focus on different par ts of the Qantas operation or the travel experience.” Qantas has promoted this first effor t on Facebook and Twitter. As of May 25, the video reached 99,000 Facebook followers and was viewed 31,000 times in that medium. Through Twitter , ‘Baggage Behind the Scenes’ reached more than 240,000 sets of eyes and was watched over 3,500 times. Upcoming GoPro initiatives for Qantas include: ‘How To: Turn Around An Aircraft’, ‘How To: Change A Tire On A Plane”, and ‘How To: Build A Business Class Lounge’.
Air New Zealand has once again made waves by complying with safety regulations in an imaginative and engaging way. The originator of infotainment safety videos and ‘reigning world champion’ in this developing art-form, launched a new Surfing Safari video , produced in collaboration with Sports Illustrated. This latest video features some of the world’s top surfers Anastasia Ashley, Alana Blanchard, Mick Fanning, Laird Hamilton, Paige Hareb, Gabriel Medina, and Masatoshi Ohno, in their native habitat at iconic surf destinations in Australia, California and New Zealand. To capture images of the safetyvideo’s stars riding the waves, Air New Zeland worked with GoPro to mount its HD cameras on surfboards. To celebrate its release, the airline launched a contest in which the big prize was a trip for two to Los Angeles, including a two hour surf
lesson on Malibu Beach with surfing legend— and star of Surfing Safari—Laird Hamilton. ANZ also used the safety video for destination marketing, and included a contest for a trip for two to Los Angeles, with a two hour surf lesson on Malibu Beach with surfing legend Laird Hamilton. Launched on May 13, Surfing Safari has been viewed over three million times so far. Previously, Sports Illustrated and Air New Zealand also collaborated on the ‘Safety in Paradise’ safety video, shot on the Cook Islands, which also promoted the destination with a ticket contest. This earlier video featured Sports Illustrated models and generated over 5.8 million views and some controversy before the airline opted to pull it, stating it had run its course (the unlisted video has had 900 thousand views on YouTube since).
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
