benchmark report
airline marketing
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paper plane
ETIHAD
KLM
Etihad Airways has launched the exclusive Etihad Premium Twitter account to engage with Gold and Platinum members of its Etihad Guest frequent flyer program.
Airways to create highly focused campaigns and build stronger relationships with its premium audience through meaningful conversations.”
Etihad Guest members must apply to follow the locked account by submitting a copy of their membership card, date of bir th, postcode, and Twitter handle to a dedicated email account which processes the request.
Some questions arose about whether a dedicated Twitter account would resonate and prove valuable to the airline’s high-tier customers, but one PR exper t told Gulf News : “As we move on in the vir tual world, more such exclusive platforms will be needed to have an engaging conversation with the customers,” Prem Ramchandran, managing director of White Water Public Relations in Dubai said, adding: It will be an education process. However, as [with] any social media platform, the success will be determined by the value that the Twitter channel will provide, and eventually how that benefits the members,” he said.
Approved VIPs will enjoy special offers and dedicated news content, tailored to their interests, along with 24-hour service in Arabic and English with a guaranteed reply time of 5 minutes. “The new channel aims to enhance the experience of our most valued guests by offering them a personalised service and delivering a range of unique benefits,” said Elizabeth Selby, Etihad Airways’ Head of Social Media. “It also allows Etihad JULY 2015 ISSUE
Since its launch at the end of May, the dedicated account has gained over 700 followers and sent nearly 700 tweets.
Following the launch of a fun new mobile game called JETS (covered in the June 2015 edition of this report), KLM has spearheaded a social media photo campaign calling on fans of the airline to download a paper airplane template, fold their own KLM paper plane and post a photo of it to social media using the hashtag #KLMpaperplane . The reward for KLM customers is the simple opportunity to have their image re-shared on Facebook, Twitter or Instagram by the world’s most influential airline on social media. By going to the KLM blog , participants can select from three paper plane templates; the Really-Easy-to-Fold Paper Plane, the Easy-to-Fold Paper Plane, or the Difficult-toFold Paper Plane. They can then download and print their chosen plane and watch a special KLM YouTube video tutorial for a demonstration of how to fold it. So far, the three tutorials have amassed 1,700 views together.
The final step is to simply take a creative photo of the KLM paper plane and upload to the social network of choice. This playful social media campaign is inspired by KLM’s new JETS mobile game, which puts players in the pilot seat of their very own KLM paper plane. They can select KLM destination cities from around the world and fly through them collecting blue KLM stamps, completing other missions and even challenging friends.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
