benchmark report
airline marketing
a world beyond boarding gates
shades up JETBLUE JetBlue has been very active in experiential marketing, connecting with consumers in innovative ways and building a personal connection to its products and services. JetBlue’s NYC storefront ‘A Better Wingman’ promotion, included in our July repor t, featured a ‘vir tual’ crew member informing passers-by of JetBlue’s services. The YouTube video garnered over 33,000 viewers online. PR Week covered JetBlue’s experiential promotions, stating “Campaigns are great, but live experiences make memories that last.” JetBlue has now made more lasting memories with its “Shades Up” contest at Aventura Mall in South Florida. The airline invited shoppers to accurately identify city-views, for a chance to win free tickets. On the cabin wall of a fuselage, video monitors served as aircraft windows which SEPT 2015 ISSUE
JETSTAR ASIA x CHANGI AIRPORT played aerial views of the airline’s nonstop destinations out of For t Lauderdale and prompted par ticipants to guess what city they were flying over. Those who selected the right city were entered in a sweepstakes for two round-trip tickets to any of JetBlue’s destinations. Video of the event here . Over the one-week that JetBlue ran its ‘Shades Up’ contest, it garnered almost 9,000 interactions and 1,678 email submissions. JetBlue repor ts this represents an 18.75 percent response rate—well ahead of the industry average of 10 percent. Phillip Ma, adver tising manager at JetBlue : “For JetBlue, humanizing told Clickz the brand experience was extremely impor tant. JetBlue’s mission is to inspire humanity, and we breathe this into every customer experience. Surprising and delighting customers helps the company to deliver on this promise.”
Singapore-based Jetstar Asia and Changi Airport last month installed a bright orange door in Changi’s Terminal 1 transit area, inviting passengers to cross the threshold to adventure. Some walked right past the installation, but the daring were rewarded for their curiosity with a personalised tour of the airport terminal, and its many recreational activities. Guests spent their transit time escorted as Jetstar’s special guests to enjoy Changi’s kinetic rain display, rooftop cactus garden, swimming pool, butterfly exhibit and the many shops and restaurants of the airport. Jetstar shared a video of the promotion on its YouTube channel (40,000 views)
multicoloured door installations in Paris’ public spaces which opened up to a fully interactive tour of European destinations. This campaign relied on real-time satellite connections to the other side of the ‘travel door’ which allowed participants to interact with their virtual hosts. A custom-made digital screen, built to fit the doorframe, completed the illusion that the door led to the other city. Passers-by who opened the door were entertained by a mime artist in Milan, had their portraits drawn in Brussels, danced with a hip-hop crew in Barcelona, shared a boat ride on Geneva Lake, or joined a group of young Germans on a bicycle tour of Stuttgart.
On a related note, a previous ‘Europe is Just Next Door’ campaign (video) by French rail operator SNCF placed several
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
