benchmark report
airline marketing
your face. on a plane
iberia music IBERIA
RYANAIR Ryanair is in the midst of its highly publicised “Always Getting Better” campaign, designed to improve its service and public image. As par t of this effor t, a new easierto-use website was launched in 2014 and the airline has introduced a mobile app. Ryanair has also taken to social media to better connect with its customer base. As par t of its 30th bir thday celebrations and to help drive followers to its newlylaunched Facebook page, Ryanair is giving passengers the chance to have their picture displayed on the side of a plane, which would also be re-named after them. The lucky 30 people who win the competition will actually have their faces, names and signatures seen by tens of thousands of travellers at airpor ts across Europe. They’ll even get a free f light on their jet.
AUG 2015 ISSUE
The entry ballot for the competition is accessible through the Ryanair Facebook page , which has accumulated 156,000 likes since launching in early July. Users can drag and drop a photo of themselves into a specially designed app to see how they would look on the side of a Ryanair plane. They can then explain (in 500 characters or less) why they should be selected. Ryanair is promoting this contest daily on its Facebook page and the #30names30planes Twitter hashtag is generating a lot of activity. News outlets like CNN and the UK’s Daily Mail have repor ted on the contest. Entry closes at midnight on August 31, and winners should see their faces become par t of an aircraft livery by the end of January 2016.
With its power to influence moods and help fix memories of our experiences in the mind for many years to come, several airlines and travel agents are tapping into the oppor tunities that streaming services such as Spotify and Deezer offer to connect with their audience. Music continues to be in the air this summer, as Iberia becomes the latest airline to turn tunes into passenger satisfaction. As included in the June editon of the Airline Marketing Benchmark repor t, travel companies such as First Choice (‘Summer of Music’ ) , Australian LCC Jetstar (custom Deezer playlists ), and Iberia’s IAG sister company British Airways (‘Music Travel Guide’ ) have introduced music mixes which let customers enjoy a curated musical experience as the playlist for their journeys.
Iberia has taken the customer appeal of music one step fur ther with its Iberia Music por tal, matching itineraries to tunes, and offering discounts on tickets purchased. The Iberia Music algorithm works with Spotify to analyse travellers’ personal playlists and then suggests four destinations in tune their musical taste. Booking through the por tal, passengers could earn euro 10 off on a national flight, euro 20 on intraeuropean flights, euro 50 for long range flights. The only glitch, for some, is that the Iberia Music site requires a Spotify login to proceed.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
