benchmark report
airline marketing
most popular travel video of 2015
wings to a dream BRITISH AIRWAYS X BOEING People of Indian descent represent the largest minority group in the United Kingdom and British Airways has been actively connecting with this key demographic through a series of heart-warming videos released over the past several years. Family loyalty, integrity and unity are cornerstones of Indian society, so it is fitting that these themes form the basis of this ongoing video campaign. The first of four videos produced so far was called ‘A Ticket to Visit Mum’ , released in 2013. That video’s popularity (1.4 million views) caused British Airways to produce three more campaign instalments: The Welcome of Home , Go Further to Get Closer , and Wings to a Dream – which was just released this November. In Wings to a Dream , staff at the BA India offices pour over the touching stories DEC 2015 ISSUE
GOOGLE of many young people in India who want to win a trip to London with their grandparent. It’s unclear from the video exactly how many people actually won this contest, but cameras do follow the BA staffers to the homes of several winners to capture their authentic reactions to the unexpected news that they had been selected. This contest and video also serve as a great promotion for BA Boeing 787 Dreamliner, which made its debut in BA’s fleet on the airline’s important Delhi to London route.
Demonstrating the power of viral videos, four airlines have been recognised this year in YouTube’s Travel Top 5 for 2015 . “YouTube has over a billion users – almost a third of all people on the Internet – and every day, people watch hundreds of millions of hours of YouTube videos and generate billions of views,” Google repor ts. At the top of the list, Air France holds bragging rights for the most popular travel-related YouTube video of 2015, ‘France is in the Air’ which garnered more than 87.9 million hits. The ar tistic promotional video with its catchy tune was par t of the airline’s rebranding campaign, which aimed to express the lively and dreamy spirit of French culture. Air France signif icantly out performed the
second most popular video of the year, FUNnel Vision , celebrating the opening of the LEGOLAND HOTEL in Florida which had 16.7 million views. Boeing was awarded the number three spot with its video ‘Boeing Prepares the 787-9 Dreamliner for the 2015 Paris Air Show’. It left over 12.7 million people breathless with a daring take-off followed by a series of ex treme air manoeuvres which tested the limitations of the aircraft. Delta Airlines won the number four spot with ‘The Internetest Safety video on the Internet,’ which delighted 9.3 million people by squeezing 22 Internet memes into a six-minute in-f light safety demonstration. Turkish Airlines was recognised in the number 5 spot for its ‘Fly Africa’ video, which was viewed over 8.9 million times.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
