benchmark report
airline marketing
social
the ownboard magazine
be there
TAM To celebrate the 35th anniversary of it’s Sao Paulo-Milan route, TAM Airlines recently wowed a f light full of passengers by using Facebook to learn more about them and creating a 100% personalized inf light magazine for each. By integrating Facebook Connect into the ticket purchasing process, TAM was able to access the likes, preferences, social activity and even the photos of their guests to create a completely unique “Ownboard Magazine” with customized content from front to back. When passengers boarded this special f light, they found a magazine in their seatback pocket that featured a cover showing their face and their f irst name in big, bold letters. Every single ar ticle, photo and adver t in the magazine was geared towards the passenger’s personal interests and life JULY 2015 ISSUE
EMIRATES experiences. For example, the inside of the front cover showed the passenger’s name turned into a colour, and one page showed a montage of interesting things that happened on the day they were born. The idea behind this initiative was to show passengers how much TAM cares about them and understands them. Fur thermore, TAM had previously observed that passengers spent only around 3% of their time onboard looking at the inf light magazine. Watching the YouTube video produced about the initiative (which has received more than 18,000 views since May 11), it is clear that passengers were quite happy with their Ownboard Magazines. In fact, 100% of the passengers from that f light took the magazine off the plane with them.
Emirates is in the process of positioning itself as a global lifestyle brand and has identif ied a new traveller prof ile which it calls ‘Globalistas’ and which it def ines as “a new generation of global consumers who are looking for new experiences across cultures.” Emirates’ new ‘Be There’ , marked with the hashtag #BeingThere on social media, is designed to appeal to this new ‘Globalista’ lifestyle. Emirates selected diverse employees, from a pool of 500 applicants hailing from over 130 nationalities, to serve as brand ambassadors. Each ‘Be There’ brand ambassador has specif ic travel interests which ‘Globalistas’ will relate to: some seek thrill, others culinary delights, one def ines herself as having “a passion for fashion,” and others seek various cultural experiences including ar ts and local traditions. The seven brand ambassadors will travel around the world over a six-
month period, with their adventures documented through their shares on social media and in shor t f ilms produced through a collaboration with the National Geographic Channel . “This campaign embodies what we stand for as a brand, and I am proud of our colleagues who have been chosen to represent Emirates as ‘Be There’ ambassadors,” says Boutros Boutros, Emirates’ Divisional Senior Vice President of Corporate Communications, Marketing & Brand. “We hope the stories of their individual journeys will inspire even more people to see more of the world through travel.” Emirates introduced the ‘Globalista’ concept on YouTube , and features its ambassadors’ continuing stories on its YouTube channel . The airline has also established a ‘Be There’ Tumbler feed as a Yahoo! Travel lifestyle channel..
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
