benchmark report
airline marketing
tv, print, ooh
creative safety videos
sounds Of the city
PEGASUS, TAP Creative safety videos that aim to capture the attention of passengers with the potential to become viral Internet hits, have now become mainstream. But airlines continue to come up with ways to draw special attention to their own productions by putting a fresh spin on this developing genre. Pegasus | Turkish low-cost carrier Pegasus Airlines par tnered with Disney Turkey – and with Disney brand Marvel in par ticular - to engage with children of all ages by making a child’s imagination the focus of its new safety video with a superhero theme. The video – which has been watched over 4 million times – follow’s the unique perspective of one young traveller who sees fellow travellers and crew transform into Marvel’s best-known characters, including Thor, Black Widow, Captain America, Iron Man, Loki, Hawkeye, and Odin, as the flight
AUG 2015 ISSUE
THALYS safety rules are explained. The overriding message of the safety demo video is: ‘Even if you’re a superhero, flight safety rules are impor tant for you’. TAP | To celebrate their 70th anniversary, TAP invited 10 people to take their first flight ever, and made these new travellers the stars of a special edition safety video (200,000 views so far). The airline also produced an accompanying making-of video which describes the process of selecting untrained actors to communicate the impor tant safety message and choosing landmark venues for destination marketing. The safety video won an award at FilmAT, a festival that aims to select the best films in tourism all over the world.
In a world where we put a lot of stock into how things look, French train company Thalys has executed an innovative promotion reminding us all to take a moment and listen. To encourage people to travel by train and explore new cities, Thalys created a series of audio street billboards, which enable three major destination cities to “speak for themselves”. The billboards feature a simple map of Paris, Amsterdam or Brussels, plus thousands of tiny headset jacks. People passing by can then use their own personal headphones (which, ironically, are often used to down out city noise) to plug into the sounds of another city. Each billboard plays host to more than 1000 unique sounds from nearby European
metropolis. From pigeons to traffic to lively debates in street-side cafes, no city sound was overlooked. In an interview creative director JamieEdward Standen of Thalys’ ad agency Rosa Parks said: “You’d think that it would be easy to inspire people to visit Brussels or Paris or Amsterdam, but in fact people get blasé about the cities that are just a few hundred kilometres away. They’re perceived as less exotic. So the task is always to present those cities in a new light.” Thalys posted a video documenting the billboard creation process and user interaction on its YouTube channel, where it has been viewed over 20,000 times. This innovative audio technique could work just as well for airlines looking to promote destinations in a novel way.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
