benchmark report
airline marketing
social
private opera
#onedayoffline
AIR FRANCE Air France has brought the airy sophistication of its popular ‘France Is In The Air’ campaign to a new context, by hosting a special musical interlude with MyPrivateOpera at its business lounge at Paris Charles de Gaulle airpor t. The airline’s alternative musical ‘France Is In The Air’ ad campaign has had over 73 million views on YouTube and by blending Old World/European style with modern European chic, Air France aims to appeal to visitors from Asia and the Americas. The Business class lounge concer t, held as a special event on 4 September, gave passengers a taste of classical opera while they waited for their flights. MyPrivateOpera organises private concer ts working with a pool of ar tists consists of around thir ty professional singers and pianists, including winners of OCT 2015 ISSUE
CATHAY PACIFIC international contests, who are all trained by conservatories. Three singers accompanied by a pianist, performed classical airs for the airline’s premium passengers. This was the first time any airline has hosted a MyPrivateOpera event. Air France recorded the concer t event and posted a video of it on YouTube . “The Air France lounge is one of the highpoints of our trip,” said one passenger who enjoyed the performance, “but to have your vacation end with this was just glorious.” “It was a pleasant surprise,” said another. “I’ve never seen [anything like] it in any business class lounge.” “This is actually my first experience with opera,” said a third passenger. “You can feel it inside, you know, it’s nice.”
As airlines around the word turn to digital and go mobile, Cathay Pacific has taken a moment to reflect on the benefits of disconnecting. In a new global campaign called #OneDayOffline , the airline suggests taking one day to enjoy travel off-the-grid. Cathay found that most people spend, on average, six hours of their day on-line, and check their phone 150 times a day, 18% of social media users cannot go more than 2 hours without checking it, and 91% of us rely on smar tphones when we travel. The airline suggests that life might be a little sweeter if we take time for bird watching, instead of Tweeting. The campaign builds on Cathay Pacific’s new international brand campaign, Life Well Travelled, which suggests that travelling well is essential to living well, and hopes to inspire more genuine, meaningful and memorable moments along the journey.
The #OneDayOffline campaign was promoted on-line , encouraging par ticipants to share what they would do with their time off, and peppered with affirmations like: “I’m going to talk, not text,” “I’m going to stroll, not scroll,” and “I’m going to find something to love, not Like.” Vlogger and independent filmmaker DevinSuper tramp, who has over three million subscribers on YouTube, took Cathay up on the challenge and recorded a video of his #OneDayOffline Bali Roadtrip experience and encouraged others to try taking a day off. The airline also took an analogue approach to promote the initiative by handing out in which notebooks at its lounges travellers can document their journey the old-fashioned way: with pen and paper.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
