benchmark report
airline marketing
experiential
#tastetheworldofemirates
reimagined road tour
EMIRATES Emirates takes an experiential approach to connect with a younger demographic and inspire and appetite for world travel with its #TasteTheWorldOfEmirates ice cream tours. At four German cities (Hamburg, Dusseldorf, Frankfur t, and Munich) the airline’s hip ice cream Volkwagen van handed out cool samplings of exotic ‘Emirates Reise-Eis’ in flavours representing various international destinations (Afrikeis, Asiengwer, Mahatma Chokänguru, Kokozean, Mango, and Sesamsturm). The airline traded a scoop for a share on social media, Twitter and Instagram, with the hashtag #TasteTheWorldOfEmirates , with a chance to win two free tickets. Emirates explained its inspiration on Instagram . “The various destinations in our route network inspired us to go on tour with the Emirates Reise-Eis and bring the taste of the world to four German OCT 2015 ISSUE
ETIHAD cities. Choose your free scoop of ice cream, dream of faraway countries and maybe win a flight that gets you there.” In all, Emirates gave out over 3,000 scoops of ice cream, and documented the events at all four cities on YouTube .
After gaining huge world-wide coverage in the press with the reveal of its new ‘Reimagined’ cabins which made their debut on the airline’s new A380 and B787 aircraft, Etihad is taking a more hands-on and grounded approach to give potential customers in Europe a taste of what they would experience in the sky.
This sweet tactic fits well within Emirates’ lifestyle brand strategy, and was designed to appeal to its defined ‘Globalista’ demographic: youthful, fresh, and adventurous. Arrival of the alternative black chalkboard decorated ice van, was pre-announced as an event on Facebook in each city.
In a specially designed truck , painted with the same ‘Facets of Abu Dhabi’ livery which decorates its new aircraft, the airline has installed full-sized mock-ups of its A380 cabins: The Residence three-room cabin, First Apartment, Business Studio, Economy Smart Seat, as well as the B787 First Suite.
Free food always draws crowds, but with the right recipe, ‘Emirates Reise-Eis’ – and the food truck promotions of several airlines this year – puts the brand in consumer’s hear ts, as well as their stomachs.
“The Etihad Airways Mobile Exhibition will give our corporate and industry partners an understanding of the innovation and creativity which went into designing these industryleading cabins,” said Peter Baumgartner, Etihad’s Chief Commercial Officer.
Starting in Zurich earlier this month, Etihad will take its Reimagined van through two tours of key European cities onto January 2016. China Airlines ran a similar marketing initiative in 2014, to promote its new Boeing 777-300ER seat products across Taiwan. Airlines like Air New Zealand, JetBlue, Cathay Pacific, American Airlines and Delta have also given passengers an opportunity to trial their cabin products, before they fly, with various ground-based displays.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
