benchmark report
airline marketing
lufthansa in virtual reality
high on yoga @35000 feet
LUFTHANSA Lufthansa treated attendees at the ITB Travel Trade Show in Berlin to a vir tual flight on its B747-8 to San Francisco. The vir tual flight included a 360 degrees interactive tour of the cabin, featuring full cabin service, a seat companion, and a stop-over at San Francisco’s beaches for a view of the Golden Gate bridge. The airline released the video documenting the trade-show event on YouTube . Using an Oculus Rift DK2 headset and a Sony Move Motion controller, 2,000 attendees at the show experienced Lufthansa’s cabin product, in-flight services, and the beaches of San Francisco, while interacting with their surroundings. By adding the Move Motion controller to the Oculus experience, Lufthansa let visitors touch objects in the movie, adding salt to their in-flight meal with a vir tual salt shaker, lifting the glass to drink, fanning themselves JULY 2015 ISSUE
SPICEJET with a vir tual postcard of San Francisco on the beach. As a surprise, the same flight attendant who looked after them during the movie appeared in person to present vir tual flyers with a commemorative postcard which they could then mail to family and friends from the booth. The travel industry is catching on to the promotional potential of vir tual reality experiences. The immersive nature of this por table enter tainment pairs well with tourism, inspiring consumers to visit new destinations around the world through sights, sounds, and, in this case, even touch. After the success of the Lufthansa vir tual reality flight at Berlin’s ITB 2015, the airline says the technology is now being used at events worldwide.
Indian budget airline Spicejet marked International Yoga Day with a first-of-itskind, “High On Yoga @35,000 Feet” onboard yoga session, which got the attention of the world’s press and was documented on YouTube .
In addition to the in-flight Yoga event, several hundred Isha Foundation volunteers also performed a simple form of yoga, ‘Namaskar Mudra,’ at SpiceJet check-in counters and boarding gates at select airports. CDs and handouts were also distributed to customers.
Spicejet crew, with instructors of Isha Foundation, performed ‘Upa’ Yoga (a simple yet powerful style of yoga) in a routine designed specifically to be performed in-flight. Approximately 50 dedicated Isha instructors and specially trained SpiceJet crew members took passengers through a 10 minute Yoga session on-board select Spicejet flights that took longer than one and a half hours, across the airline’s network.
“SpiceJet is pleased to be the first airline in the world to demonstrate Yoga on board,” said Ajay Singh, Chairman and Managing Director, SpiceJet Ltd. “We are happy to be associated with the Prime Minister’s initiative in promoting Yoga in India. We are pleased to join hands with Isha foundation for this initiative aimed at our customers who are on the move.”
“The significance of yoga is that once you learn the practices, you do not need anyone’s help, a special place or any equipment. It can be done wherever you are,” said Sadhguru, Founder, Isha Foundation.
The airline in association with Isha Foundation intends to carry out such initiatives in future as well.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
