benchmark report
airline marketing
high life
hausguest
BRITISH AIRWAYS British Airways let commuters dream of a fun escape from the working-day routine by distributing a special issue of its inflight magazine, High Life , at six selected train stations across London and the South East of England. Ambassadors, dressed in full British Airways cabin crew uniforms, distributed the magazines and gave out fur ther information on bookings and traveling with British Airways. The editorial for this special edition of High Life included travel news and features focused solely on the airline’s European destinations, and included exclusive reader offers and discounts on British Airways flights. Sara Dunham, British Airways’ Head of Marketing, Retail and Direct, said: “This special issue for commuters really is an exciting move for us. It’s a wonderful OCT 2015 ISSUE
LUFTHANSA USA oppor tunity to offer our travel content beyond the plane and to connect with new audiences about BA’s extensive network in Europe and diverse product range.” High Life editor Kerry Smith said, ‘High Life was established more than 40 years ago and we’re proud of its reputation as the leading inflight magazine, with original, credible editorial that informs and enter tains. To have this oppor tunity to reach commuters on the ground, as well as our readers on planes and in BA lounges, is fantastic.’ Airlines are learning the power of content to enter tain and inspire adventures yearround, not just onboard. SAS has created a dedicated content site for its new inflight magazine, Scandinavian Traveller , which complements the seat-back pocket edition and lets visitors book trips direct from stories.
Lufthansa has made itself at home – and gotten to know its neighbours better –as part of the launch of new service between Tampa and Frankfurt. The airline created a pop-up store at Tampa’s International Plaza Mall, giving ‘Hausguests’ a little taste of Germany and of its in-flight experience. This follows the success of Lufthansa’s ‘Taste of America’ experiential marketing campaign in the US, with food trucks giving out samples of its inflight menus, by letting guests in Tampa to get a taste of traditional German dishes . At the temporaty venue in Tampa, Lufthansa also incorporated its Oculus Rift in-flight experience (featured in our July report) by letting visitors take a fully immersive virtual flight . To get the word out, the airline recruited local social media influencers as special guests.
The event was shared on Twitter with the hash-tag #Hausguest . Lufthansa also helped get the word out by giving fans a chance to win themed collectibles in exchange for retweets. On a similar note, KLM recently opened a pop-up store in New York City, which let passengers sample Dutch culture through music, food, art and design. Included in the displays, were the mock-ups of the airline’s new World Business Class seats. To ensure a consistent guest experience, KLM had Hella Jongerius, the creative responsible for the airline’s new cabins, design the look and feel of its NYC shop. The airline documented the event on YouTube .
4
EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
