benchmark report
airline marketing
freelance flyer
world’s longest selfie stick
VIRGIN ATLANTIC
TOURISM AUSTRALIA Tourism Australia has introduced a new Giga Self ie campaign, billed as the world’s longest self ie, specif ically targeted at Japanese tourists. Tourism Australia placed high def inition cameras at popular spots in Australia’s Gold Coast, which – when activated by a mobile app – take ‘self ies’ which can be zoomed in and out to include both the individual and a widescreen landscape that might inspire other visitors. “Japan has long been an impor tant tourism market for Australia, with more than 320,000 Japanese visitors travelling here in the past year alone and contributing more than AUD1.4 billion in visitor spend,” said Tourism Australia Managing Director John O’Sullivan. “With new air services coming online this year there is a real oppor tunity to fur ther grow travel from Japan and
OCT 2015 ISSUE
capture the renewed interest in Australia as a travel destination.” To promote its Giga Self ie, Tourism Australia set up a microsite in Japanese to explain the concept, and produced a video for YouTube starring Japanese model and TV personality Ren Ishikawa. Tourism Australia is rolling out the Giga Self ie as par t of its ‘There’s Nothing Like Australia’ campaign, in conjunction with par tner airlines, travel agencies and State Tourism Off ices. This campaign exemplif ies creative strategies to connect with and satisfy the travel activity preferences of target customers, which might serve as inspiration to airlines. It also highlights oppor tunities to par tner with local tourism organisations on cross-over destination campaigns.
Virgin Atlantic has found a clever way to bring its brand before corporate travellers and entrepreneurs. The airline posted a spoof job listing on LinkedIn adver tising openings for “freelance flyers” who want an oppor tunity with “upward mobility.” Compensation consists of free round-trip tickets between London and a U.S. city of origin in the airline’s Premium Economy cabin. Candidates are asked to post their missionstatement in a cover letter submitted through a microsite . In 1500 words or less, they must state their business objectives in London and explain why flying in Virgin’s Premium Economy cabin would help them achieve their goals. “We’re seeking highly motivated candidates who are proficient at making the most of every oppor tunity. You’ll be passionate about leading a full life and being successful at a career you love. You’ll have a positive, go getting attitude, with a talent for
inspiring those around you,” the airline writes. Job requirements include handling in-flight equipment, making good use of services onboard, and sharing details of the in-flight experience to inspire others. “The initial investment was nothing more than we would normally spend to promote a job opening on LinkedIn,” the airline states. “LinkedIn was the perfect platform—we know our Premium Economy flyers are ambitious, experience-hungry people who make the most of every oppor tunity, and this approach allowed us to reach them where they already are.” First posted in mid-September, at the time of writing, the ‘Freelance Flyer’ job listing shows over eleven hundred applicants willing to add a sponsored flight in Virgin’s Premium Cabin [video] to their resumes.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
