benchmark report
airline marketing
t-shirts to paradise
digital
ANA planet
VANCOUVER AIRPORT Vancouver Airport (YVR) recent ‘T-shirts to Paradise’ contest aimed to inspire British Columbians to explore Asian travel destinations reachable on direct flights out of YVR. decorated By picking up a free T-shirt with sites and symbols representing these Asian travel destinations at key events in Vancouver, then sharing a photo taken with the shirt shared on social media, participants entered for a chance to win free trips to China, Japan, Taiwan, Hong Kong, Korea and The Philippines. The campaign focuses on activities and attractions in each of these destinations, such as hiking through the mountains in China, surfing in Taiwan, or snowboarding in Japan. YVR is the only airport in North America served by four mainland China carriers: China Eastern, China Southern, Air China and Sichuan Airlines, and the airport has up to 134 direct flights per week to Asia during SEPT 2015 ISSUE
ALL NIPPON AIRWAYS the peak period in August. Thirteen airlines service routes between YVR and 10 major Asian destinations. “YVR has seen tremendous growth from our Asia Pacific market thanks to increased air services, terminal improvements and ambitious initiatives,” said Anne Murray, VP Marketing and Communications, Vancouver Airport Authority. “We are excited to continue this growth by promoting Asia and highlighting some of the amazing countries with direct access to YVR.” Air Canada, All Nippon Airlines, Cathay Pacific, China Airlines, China Southern Airlines, EVA Air, Philippines Airlines and Sichuan Airlines sponsored business class tickets to designated destinations for this contest. The airport has used a multi-platform approach for the campaign including a microsite and social media hashtag #TSHIRTSTOPARADISE .
As repor ted back in April 2015, All Nippon Airways (ANA) has par tnered with LucasAr ts/Walt Disney Japan to promote the airline internationally though the popular Star Wars franchise. ANA’s first ‘R2-D2’ livery, which will take off this fall, created huge exposure with coverage on major news outlets around the world. The airline is following up that success with the introduction of two new liveries , featuring ‘BB8’—a robot which will make its debut in the new film Star Wars: The Force Awakens. The airline has also followed the Lucasfilm playbook by offering Star Wars themed merchandise on its dedicated site, where shoppers can earn ANA Mileage Club miles from their purchases. ANA is fur ther building the momentum of its Star Wars campaign with the launch of a new ANA Planet game microsite,
where visitors are greeted with a message that expresses the spirit of the campaign: “To soar the skies is to free your mind to wander afar, with new encounters awaiting you beyond the blue horizon. It is the desire that drives us to embark on a journey.” By solving Star Wars-themed clues, “chosen ones” can then navigate through different cities and their time zones, and unlock 37 famous quotes from the film series and eventually 37 Star Wars wallpapers (for e.g. “Space needle” unlocks the next clue at Seattle on the interactive globe). In the process, the airline can promote the destinations covered by its routes as well as local time and live weather information.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
