benchmark report
airline marketing
work hard, hawaii hard
#ishouldhave
VIRGIN AMERICA x AIRBNB
TIGERAIR With travel comes plenty of enjoyment, but sometimes also regrets over missed oppor tunities due to rushed travel itineraries. Knowing that most of us aren’t likely to revisit a city, simply because of a single missed attraction, Tigerair offered to take passengers back for more—with its ‘I Should Have’ contest offering a year’s wor th of free f lights in the form of 12 f light e-vouchers which can be redeemed once each month from the date of issue. To be eligible for the prizes, par ticipants had to upload their ‘I Should Have’ story (in no more than 500 words), including photos and videos, and list their travel regrets. All contest entries were posted to a dedicated site ; each par ticipant was allowed to post one story. TigerAir
SEPT 2015 ISSUE
has mapped out the number of entries it received for its destinations. To get par ticipants’ creative juices f lowing, the airline produced a series of animated videos, posted on YouTube, featuring regrets like not having brought a bike along , uncooperative weather ruining fun in the sun , and a bad f it on a custom made suit . The airline also posted a video of its f irst winner receiving her prize and taking her f irst trip to revisit Hong Kong.
To promote its new service between San Francisco to Hawaii, Virgin America has introduced a ‘Work Hard, Hawaii Hard’ campaign, featuring a contest , in par tnership with Airbnb,. The airline follows the Virgin brand playbook by employing Sir Richard Branson as chief promoter of the contest. Virgin America has aimed its ‘Work Hard, Hawaii Hard’ campaign at its hyper-workaholic Silicon Valley customer base. The grand prize includes round-trip tickets for two on the inaugural flight from San Francisco to Honolulu, a three-night stay at a luxurious beachfront Airbnb estate with Sir Richard as the Airbnb host on the first night. On LinkedIn, Sir Richard Branson wrote an Influencer post ‘Work Hard, Play Hard: The Virgin Way’ , explaining the impor tance of taking time off, while
promoting the route launch, and the ‘Work Hard, Hawaii Hard’ campaign. A YouTube video for the contest features Branson living the ‘Work Hard, Hawaii Hard’ lifestyle. The airline has used the #HAWAIISCAPE hashtag to promote the contest, and launched a microsite for the contest. “As the number one destination requested by our Elevate members, we really wanted to take our Hawaii launch to the next level and give our fans and flyers a chance to be rewarded with the ultimate work escape and getaway—and Airbnb instantly came to mind,” said Luanne Calver t, CMO at Virgin America. “Both of our brands are about capturing the transformative aspects of travel—and we thought what better way to experience Hawaii than to do it at an Airbnb proper ty with our Chief of Play Hard, Sir Richard.”
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