benchmark report
airline marketing
#WeWorkInTheAir
digial
jetman
VIRGIN ATLANTIC Plenty of airlines have been getting crafty when it comes to targeting and communicating with the so called ‘creative class’ passenger demographic of young entrepreneurs and outside-thebox thinkers. Examples include ‘hackatons’ by American Airlines and Finnair , Delta’s ‘Innovation Class’ mentoring program, Turkish Airlines’ ‘Invest on Board’ initiative and British Airways’ ‘UnGrounded’ event. Now Virgin Atlantic has come up with a creative approach to target this group, attempting to bring them forward in the cabin with a campaign promoting Premium Economy travel. By pairing up with an international chain of co-working off ice spaces, WeWork, Virgin Atlantic executed a social media promotion called #WeWorkInTheAir .
DEC 2015 ISSUE
EMIRATES Through this initiative, WeWork members living in New York, Los Angeles and San Francisco could win a free f light to London, plus ground transpor t and a hotel voucher. All they had to do was take to social media (Instagram, Twitter or Facebook) and creatively share why their business could benef it from a trip to London, using the hashtag #WeWorkIntheAir. Five people from each of the three eligible American cities won Premium Economy tickets to London, a desk at WeWork’s London location and access to exclusive member events while in town. Virgin Atlantic is also offering a free twomonth WeWork Commons membership to passengers who book a Premium Economy ticket by December 31.
Air show attendees expect to be wowed by aerial displays, and Emirates Airline did not disappoint during the opening of this year’s Dubai airshow. The airline arranged a unique stunt with Jetman Dubai by flying the largest commercial aircraft in the world, the A380, in formation with Jetman Dubai pilots over the Palm Jumeirah district, with the Dubai skyline and the iconic Burj Khalifa in the background. Jetman pilots Yves Rossy and Vince Reffet joined an Emirates A380 aircraft flying at 4,000 feet in two holding patterns. “It was absolutely surreal flying alongside the biggest aircraft there is and we felt like mosquitos beside a gigantic eagle,” says Rossy. “I come from a background of piloting commercial aircraft and it was always a dream to fly without the constraints of being inside a cockpit.”
The stunt was shared on social media with the hashtag #HelloJetman . The video of the stunt quickly went viral garnering 17.3 million views. Viewers reactions, as reflected in comments, ranged from disbelief to amazement. The stunt required careful coordination. During the flight, the Emirates A380 flew at a weight 350 t (the maximum weight of an A380 is 575 t), with wake turbulence the most significant risk to the Jetman duo during the flight. The necessary preparations were made with precision to ensure the stunt was performed with limited complications. Emirates’ behind-the-scenes YouTube video , which details how this special stunt was coordinated, has generated nearly 1.5 million views so far.
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