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KLM To celebrate the introduction of its new World Business Class, KLM has encouraged students from the Design Academy Eindhoven to repurpose the previous Business Class interiors into creative travel solutions. Using at least 70 percent recycled materials including seats, carpeting, seat-belts and tv screens from KLM’s old Business Class interior, the students created a variety of novel travel-related products. KLM selected eight prototypes for a special exhibition at the upscale Bijenkorf Warehouse in Amsterdam. In addition, various elements of KLM’s new World Business Class cabin interior – including tableware designed by Marcel Wanders and cushions and blankets designed by Hella Jongerius – will be on show in the men’s depar tment on the first floor of the warehouse. KLM commented on the initiative: “We wanted to put the KLM World Business AUG 2015 ISSUE
TURKISH AIRLINES Class in a new spotlight and reach a wider audience. We found a perfect match between the Dutch design in letting students from the Design Academy Eindhoven create new designs with the materials originating from the old World Business Class, and the new World Business Class, designed by Design Academy Eindhoven alumnus Hella Jongerius.” KLM documented the “Plane Product” design project on YouTube in a video that shows the creative process of the young designers as they experimented with various product concepts. KLM also promoted its up-cycling campaign and in customer emails on Twitter used to promote the new Business class Business Class . Both Southwest Airlines and JetBlue have run successful up-cycling campaigns for their old interiors, par tnering with local manufacturers to make garments, travel items—even leather footballs.
Resulting in 5,118 new Twitter followers 292,779 Facebook likes, a recent social media project by Turkish Airlines is being called an airline marketing f irst. On June 6th, the airline announced to it’s 760,000+ Twitter followers that it would broadcast an Istanbul to New York f light using Periscope , an increasingly popular new app for streaming video. Periscope allows viewers to send “hear ts” to the broadcaster by tapping on the mobile screen as a form of appreciation. June 10 was Periscope f light day, and it was the f irst time an airline had ever used this new mix of live video and tweeting to share behind-the-scenes details of its operations. The journey began prior to boarding with a glimpse inside the ‘crew garden’. At boarding time, another live video was
broadcast, and several more (including cockpit and galley clips) were shared over inf light Wi-Fi throughout the transAtlantic f light. The fun continued after landing when crew shared some ‘off the clock’ fun time in Times Square. In total, f ive Periscope videos were livestreamed through the course of the day. The number of live viewers at a given time ranged from 834 to over 2,000. To illustrate the creativity of the project and it’s impact, Turkish Airlines created a video case study . A number of digital and technology industry publications picked up this story, including WERSM , Travolution , and DigitalBuzz .
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
